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A few thoughts on CES, tech and scientific claims

by AprilSix Proof

The Consumer Electronics Show in Las Vegas is dominating technology headlines this week, and much of the news is of interest not only to our tech and engineering clients, but also our science clients too – from advances in virtual reality to Fitbit’s new fitness-focused smartwatch.

These technologies offer great potential for many sectors, for example I recently read about how virtual reality could be used for drug development, and this week TechCrunch features an article about the potential the technology has as a global mental health treatment platform. The article highlights the need for clinical evidence and data to support claims.

On the subject of evidence to support claims… there is a cautionary tale in the press this week relating to scientific claims made by Lumos Labs, producers of a ‘brain training’ app that has been fined £1.4m to settle false marketing claims Fitbit is also under the spotlight and is facing a lawsuit that claims its data is inaccurate, although the company states that its trackers are not intended to be scientific or medical devices.

Undoubtedly there is much to be excited about when it comes to the potential for emerging technology to enhance scientific research and healthcare, and this is an area that is of particular interest to Proof Communication. When it comes to communicating emerging technology, it should be about playing the long game – resisting the urge to hype the product in the short term, and making sure that any claims are backed up by evidence.

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