They started with commercials, then sneaked in informercials, but today there seems to be a new category: misinfomercials. Of course, there was always untruth in advertising, but this article by a “correspondent” in Times of India’s Chill Zone of May 30 is worth reading for its tall claims (page 34). Here is a sample:

Blood transports oxygen to muscles for activities. Lack of oxygen in blood creates lactic acid, causing cramps. Water helps keep blood pumped up with oxygen.

Considering the associated picture of a desperate looking woman sloppily glugging water straight from an “Oxy-rich” mineral water bottle, it seems like a obvious attempt to pass off an advertisement as an article.

The gimmick of claiming extra dissolved oxygen in bottled water as being beneficial is so audacious that it simply leaves me, well,  oxygen depleted. The TOI article is a prime example of trying to gull a public suffering from innumeracy and lack of knowledge of how the body works. The truth is, a few milligrams of extra oxygen in the bottled water makes absolutely no difference.

The same level of illogic can be used to claim that since the body ages more rapidly from free radicals that need to be fought with antioxidants, drinking oxygenated water is actually bad for your health. For more information, visit these links:

Oxygenated water nonsense: Unless you have gills, it’s just an expensive burp!

Oxygen water: Are you being ripped off?

Super Oxygenated Water: Is It Any Better Than Tap Water?

Shame on you, TOI, for allowing such blatant misinformercials.