If you watch TV news in Canada, you might want to keep your eyes open for stories about household germs. The “news” may actually be a cleverly-packaged bit of spin on behalf of Lysol, according to this article from the Center for Media and Democracy:
A B-roll video — an unassembled video news release — has been distributed to Canadian newsrooms warning consumers that “disease causing germs can be found lurking” just about everywhere in the home. The video, which was distributed by the PR firm Hill & Knowlton on behalf of The Hygiene Council, includes a “suggested” script for journalists. The suggested narration reads, in part: “Lysol is the No.1 pediatrician recommended brand and can help you maintain a clean, healthy environment for the whole family.” The video includes interview clips of two doctors who are members of The Hygiene Council, Professor John Oxford from St. Bartholomew’s and Royal London Hospital, and Dr Donald Low, the Microbiologist-in-Chief at the Toronto Medical Laboratories, Mount Sinai Hospital. Who makes Lysol? Reckitt Benckiser, a company that produces chemical products for domestic consumers. And who funds The Hygiene Council? On its website — but not in the B-roll information sent to newsrooms — the council states that it is funded by “an educational grant from Reckitt Benckiser.”
Actually, this is an understatement. Here’s the full script:
- Narrator - Frequent hand washing is very important in preventing the  spread of germs, including viruses, bacteria and mould, but hand  washing alone is not enough.  - Narrator - While your home may appear clean, disease causing germs  can be found lurking on frequently touched surfaces, such as, kitchen  countertops, telephones, toilet seats, door handles and light  switches - making surface disinfection essential in helping families  protect against germs that live in their homes.  - Narrator - Lysol Disinfectant Spray effectively kills 99.9% of germs  in 30 seconds.  - Narrator - Lysol is the No.1 pediatrician recommended brand and can  help you maintain a clean, healthy environment for the whole family  (include pediatrician logo if possible). Super required, clear and  conspicuous: Based on a survey of US Pediatricians.
Please: that’s not a news story. That’s an ad pushing a product.
The Center’s article (like the Hill and Knowlton news release telling newsrooms where to find the footage) doesn’t mention if it’s captioned even to indicate that it came from the Council. But whether the growing array of disinfectant and antibacterial products are a good idea or not, at least those products are clearly labeled. We should expect the same of news coverage.
(Incidentally, the copy on the Hygiene Council’s home page tells us “we have come from a world of infection, we live in a world of infection, and in the future, unless we take control of infection now, we will continue to live in a world of infection.” Of course, even if we do take action, we’ll still continue to live in a world of infection. Bacteria and viruses are part of the planet’s web of life, and they’ll be around long after the human race has rung down the curtain.)
