Too often, the media present negative results as being definitive proof of the lack of efficacy of a particular herb. This has occurred with Echinacea, St. John?s wort, ginkgo and other herbs. This presentation will provide an update about clinical trials on key herb and phytomedicinal ingredients. As is often the case, the results of most of the trials are relevant only to the specific type of product tested and subject to the specific designs of the trial. Also, the media?s tendency to focus on negative outcomes of research and its impact on public perceptions will be critically reviewed and evaluated.