Making Sense of Ads That Cite Clinical Studies

Medical research makes news headlines every day. The findings either support or challenge what we already know about how to protect and manage our health.

Science also shows up in advertising. You may hear a product described as “research-based” or “clinically tested,” meaning it was studied in real people. But what do these claims mean, and can you trust them?

Unfortunately, not all research is created equal, especially when you’re using the information to make decisions about your health or a health product. More and more products are being promoted for menopause in particular, and not all of them have the research backing they need to confirm safety and effectiveness.

The good news is you don’t need an advanced medical degree to detect good science and sort out the claims in product advertising. Here are eight signs of a reliable research study.

1. Actual results. It’s not enough to say a treatment has been tested or studied. What did the study find? You can search PubMed for published results or to double check the claims of an ad. You shouldn’t have to look far for specific numbers describing the study’s design, methodology, and most importantly, results.

2. Randomized controlled trial. There are many kinds of studies, but the randomized controlled trial is the gold standard in clinical research design. “Randomized” means participants weren’t assigned to certain test groups based on how the researchers thought they might respond to treatment, which can skew results. “Controlled” means some people in the experiment received the treatment and others didn’t. The only difference between the groups is the intervention being studied, which is how you learn how well it truly works.

3. Enough participants. Scientists need to test treatments on many people to get solid information. You don’t learn much from trying something with only a few study participants. For hormone therapy or other menopause treatments, look for trials with at least 60 to 100 participants per treatment group. The more, the better. A low number of people should raise suspicion.

4. Apples compared to apples. The experiment’s results must be meaningful. For example, it’s not enough to show that people’s symptoms improved with a treatment—you need something to compare it to. Usually, that something is a control group that receives the standard treatment or a placebo group that receives no active ingredients.

If you want to get more technical, look for the study’s p-value. A p-value lower than 0.05 tells you the study’s results are less likely to be simply the result of chance. A study that does not report a p-value at all is not reliable.

5. No absolute claims. Science is not black and white, and every treatment comes with risks and benefits. See what percentage of people benefited from the treatment—it doesn’t need to be 100 percent to be effective. Also, a clinical study should mention its own strengths and weaknesses and the side effects and adverse events of the treatment.

6. Other studies to back it up. How can you be even more certain an experiment’s findings are dependable? If other researchers arrive at the same outcomes. Medical advances don’t come from one blockbuster study. Instead, they result from the work of many people and many studies over time. This is the beauty of the scientific world: We’re always building and improving upon our body of knowledge. If you can’t find confirmation elsewhere, that could be a sign of a rogue study or that more research is needed.

7. Publication in a reputable source. Find where the study is posted online. Who is the organization behind that journal or website? It should be a government agency like the National Institutes of Health, a research university, or a professional association or nonprofit. Also, look at the people behind the clinical trial. Properly published research should include conflict-of-interest statements for all investigators. It should also include information on who funded the study. This information allows for full transparency.

8. Findings placed in context with other work. One way researchers can help you interpret their findings is by discussing how their results either agree or disagree with what has come before. A “discussion” section of a publication can be very helpful to read for this reason. When the discussion contains only references favorable to the study’s findings, and minimizes disagreements, that is a red flag that the authors may be biased in their interpretation. Studies that only refer to prior work by the very same authors are another red flag.  

Knowledge is power.

I hope these tips help you make sense of the scientific research you see in the news and advertising. If you see all the above, then the study may be a good one—and the treatment in question could be worth considering.

Have questions about what you’ve read? Talk with your doctor about whether a treatment is right for you. They should be glad you did your homework and eager to help you make a fully informed decision.

Copyright 2026 by the American College of Obstetricians and Gynecologists. All rights reserved. Read copyright and permissions information.

This information is designed as an educational aid for the public. It offers current information and opinions related to women's health. It is not intended as a statement of the standard of care. It does not explain all of the proper treatments or methods of care. It is not a substitute for the advice of a physician. Read ACOG’s complete disclaimer.