Gwyneth Paltrow's lifestyle and wellness website Goop is no stranger to controversy – the brand has been called out for wildly overpriced products, false health claims and unproven scientific statements since its inception in 2008.
Now, Goop has been reported to the National Trading Standards and the Advertising Standards Authority in the UK over alleged breaches of as many as 113 UK advertising laws, according to The Sunday Times.
A charity called Good Thinking Society – a non-profit started by science author Simon Singth which promotes 'scientific scepticism' – has highlighted products that they say could put those who use them in danger.
These products include a £88 (NZD $172) 'top-of-the-line natal protocol' designed for pregnant women, or those trying to get pregnant, which reportedly contains 110% of the vitamin A adults need. But according to experts on natal and prenatal nutrition, pregnant women should not be taking vitamin A supplements at all and in fact they should avoid them, as too much vitamin A could actually harm an unborn baby.
"It is shocking to see the sheer volume of unproven claims made by Gwyneth Paltrow's Goop about their products," Laura Thomason, project manager at Good Thinking Society told The Independent.
"Especially given that some of their health advice is potentially dangerous: nobody should be advising customers to avoid using conventional sunscreen or that pregnant women should take vitamin A, something that health experts have warned can be harmful to unborn children.
"Being a celebrity does not exempt someone from abiding by the advertising law here in the UK, and if Gwyneth Paltrow cannot provide satisfactory evidence behind the claims she makes for her products, she should not be making those claims."
It's not the first time Goop has been reported to the authorities. The company was ordered to pay out over £122,000 (NZD $239,000 earlier this year after claiming that putting jade eggs in your vagina on a daily basis can remove 'negative energy.'
Something tells us this won't be the last time Goop faces controversy.