Original article (in Slovenian) was published on 8/2/2024; Author: Martin Justin
The Planet Lepote website is operated by ATS Splet, a limited liability company which also operates the Vitalia online shop that sells food supplements.
In a post dated January 23 of this year, the Planet Lepote website featured five substances, described as nootropics, claimed to enhance cognitive performance. Each substance was linked to the Vitalia online shop, offering a dietary supplement containing the specified substance for purchase.
At the conclusion of the post, it stated, “Of course, there are many other natural nootropics with beneficial effects on brain function and protection – you can see them all HERE.” The link labeled “here” also redirected to the Vitalia online shop.
Notably, Planet Lepote did not label the article as an advertisement. The site asserts itself as an “independent media outlet,” publishing “independent expert opinions that you won’t find in other media.” It also solicits donations. According to Article 12 of the Media Law in Slovenia, publishers are required to register a media outlet before commencing content publication. Planet Lepote has not fulfilled this registration requirement.
The website is managed by ATS Splet, which also operates the Vitalia online shop. Archived pages from Planet Lepote reveal that the site’s forum previously served as the forum for the Vitalia shop.
Tanja Matko, the editor-in-chief of Planet Lepote, has held a 25% ownership stake in ATS Splet since its founding, as recorded in the Companies Register. She served as its director in 2016 and from 2017 to 2019, and has been its procurator since July 2019. On her personal website, Matko describes herself as a jurist and states that she founded Planet Lepote in 2003.
According to Article 46 of the Media Law, advertisements must be distinctly separated from journalistic content and clearly marked as such. This requirement also applies to free advertising. Article 47 bans disguised advertising “intended to persuade the reader, listener or viewer that, in the case of publication of a particular advertisement, it is not advertising content.” It is assumed that such actions are intentional.
Article 6 of the Slovenian Advertising Code mandates that “advertising must be clearly and distinctively separated from editorial news, commentaries and other sections”.
Dangers of Nootropics Abuse
The potential benefits of plant-derived nootropics on human cognitive function were examined in a peer-reviewed study published last year in the scientific journal Critical Reviews in Food Science and Nutrition.
The study’s findings suggest that research supports the positive impact of ginkgo extract on tinnitus symptoms. Brahmi extract, used in traditional Indian medicine, has shown to improve memory in both healthy individuals and those with cognitive impairments. Ashwagandha extract can reduce symptoms of anxiety, while caffeine is known to have a short-term positive effect on concentration.
The authors highlighted that research on the effects of plant-based nootropics often yields incomparable results due to variations in growing conditions, preparation methods, dosages, and the use of extracts.
Another review study, focusing on the positive and negative impacts of nootropics on healthy individuals, was published in 2022 in the scientific journal Drugs. This study expanded the definition of nootropics to include medications prescribed for attention deficit disorder, narcolepsy, and Alzheimer’s disease. It noted that, in recent decades, people without these conditions, such as students, have used these substances to enhance cognitive function.
The findings indicated that these drugs do not have a clear positive impact on the cognitive function of healthy individuals, offering at best minimal and temporary benefits. Given that these substances are typically prescription medications, their usage by healthy individuals raises legal concerns and poses a risk of addiction.
The Ministry of Health, in its guidelines on dietary supplements issued last January, emphasized that dietary supplements are fundamentally different from medications. They are designed to complement the diet and are not intended to diagnose, treat, cure, or prevent any disease.
Razkrinkavanje has reported our findings regarding the alleged media status of Planet Lepote to the Ministry of Culture. In response, they have informed us that the Inspectorate for Culture and Media will begin a fact-finding procedure. Should it be determined that the content in question is being published online by a legal entity, a comprehensive inspection will be launched.
Razkrinkavanje has also inquired with both the Ministry of Culture and the Media Inspectorate whether the Inspectorate intends to take action based on the findings related to this and other articles not designated as advertisements.
Razkrinkavanje discovered numerous similar posts on Planet Lepote. This year alone, four articles have been published that promote Vitalia’s dietary supplements without any clear labeling, including articles on vitamin D and omega-3 fatty acids. Last year, they published over 20 such articles.
The Inspectorate responded that the suspected irregular promotion of dietary supplements might violate Article 46 of the Media Law, which is subject to a fine. They noted that to confirm an infringement, the procedure must “unequivocally prove that the content was published in exchange for payment or other similar consideration.”
Planet Lepote and Tanja Matko were notified about the findings by Razkrinkavanje.si. They did not respond to our inquiries but removed the post regarding the alleged nootropics from their website.
We have categorized the article as disguised advertising, as it presents advertisements in the guise of editorial content.