Olive oil marketers, manufacturers suing Dr. Oz

Celebrity physician Mehmet Oz is in a slippery situation.

In a lawsuit filed this week, the North American Olive Oil Association (NAOOA) alleges that the TV host—known to millions as Dr. Oz—made false claims about what constitutes “fake” olive oil.

Forbes reports that the NAOOA—a not-for-profit trade association representing marketers, packagers and importers of olive oil—is suing Oz over remarks he made in a May 2015 segment.

From Forbes:

Making exaggerated or downright false claims is nothing new for Oz [and his] denigration of olive oil in the U.S. is yet another notch in his belt of myths. In December of 2014, 10 doctors from prestigious institutions sent a scathing letter calling for Columbia University to oust the television doctor from his position as vice chair of the Department of Surgery, saying that Oz misleads and endangers the public.

Here’s a portion of what Oz said, which the NAOOA claims was misleading:

[A] shocking 80 percent of the extra virgin olive oil that you buy every day in your supermarket isn’t the real deal. It may even be fake.

NAOOA reps are scratching their heads to determine the source of that statistic. Reports say Oz gave no indication where he got the figure about adulterated extra virgin olive oil.

The NAOOA says 98 percent of olive oil in U.S. retail outlets is authentic.

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ABC reports:

In court documents, NAOOA said that viewers of this episode "tuned into the program to receive information about health and well-being," and relied on Oz's advice "when making dietary choices, like selecting which olive oil to purchase." The group argued that Dr. Oz's statements caused harm to its business and reputation. The group is seeking damages and legal fees.

Continued criticism

After backlash in 2014, Oz vowed to “heal thyself” with regard to making changes to his show and improving his reputation with viewers and consumers.

Here’s more, from Business Insider:

During a self-prescribed listening tour with physicians groups Dr. Oz learned just how much it annoyed many doctors when their patients say, "I heard on 'Dr. Oz'..."

Critics, including some in Congress, scolded the hyperactive health evangelist for promoting questionable diet aids he's since sworn off. A group of 10 doctors urged that he be removed from Columbia University's medical faculty, accusing him of promoting "quack treatments." His show has lost half its viewers over the past five years.

"Heal thyself" is now the goal, as Oz tries to recalibrate and save his program.

Despite prior criticisms, Oz seems willing to solider on. As in the past, he plans to face this litigation—and possible public backlash—head on.

From CNN:

Dr. Oz is well-aware that some colleagues question him, discussing that tension in his Time magazine op-ed. He says he doesn't expect all physicians to understand his approach to health promotion, where he's willing to entertain just about everything.

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