Alliance for Natural Health hires IKON for EU fight

The Alliance for Natural Health (ANH) has drafted in IKON Associates ahead of its court challenge to the European Union’s Food Supplements Directive.

The not-for-profit body is fighting the proposed clampdown on vitamin and mineral supplements, which it says will harm the industry.

Under the directive, complementary and alternative medicine will be banned if they are not scientifically proven to be safe.

IKON is managing a media relations push targeting the national print media’s political, European, consumer, scientific, health and legal correspondents, said IKON partner Adrian Shaw.

Other targets include media doctors, such as Dr Michael van Stratten at the Daily Express, as well as broadcast and online media, and lifestyle and trade press.

The campaign will also see ANH bosses, including executive director Dr Robert Verkerk, speaking at trade shows and will include a direct mail campaign to vitamin and mineral supplement consumers. IKON will ask for donations to the ANH legal fight and is promoting a call-centre number.

Shaw said: ‘We are representing a number of groups. If the directive goes through, the freedom to be able to take supplements will be lost – this is our message.’

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