In Bad Science, Goldacre explains basic scientific principles to demonstrate the importance of robust research methods, experimental design, and analysis to make informed judgements and conclusions of evidence-based medicine.
Bad Science is described as an engaging and inspirational book, written in simple language and occasional humour, to effectively explain academic concepts to the reader.
[1][2] Bad Science reached the Top 10 bestseller list for Amazon Books [3] and was shortlisted for the BBC Samuel Johnson Prize for Non-Fiction 2009.
For example, the chapter on homeopathy becomes the point where he explains the placebo effect, regression to the mean (that is, the natural cycle of the disease), placebo-controlled trials (including the need for randomisation and double blinding), meta-analyses like the Cochrane Collaboration and publication bias.
Goldacre begins by highlighting that the substandard understanding of statistics and evidence-based medicine within our society leads to the misrepresentation of science within the media.
Goldacre recognised that the scientific knowledge of marketers and journalists is often rudimentary, relying on basic notions and ideas from GCSE-level science.
Throughout this chapter, Goldacre debunks pseudoscientific claims within the alternative medicine phenomenon of detoxification, using simple science experiments to demonstrate the basic principles of experimental design and analysis.
At the time the book was written, Brain Gym was promoted by local education authorities and practised in hundreds of schools across the country.
[5] Goldacre explains how the use of quackery- decorating simple explanations with scientific terminology- can convince non-specialists that a series of complex exercises can ‘enhance the experience of whole brain learning’.
[7] Often targeted at young women, Goldacre explains that cosmetic advertisement portrays science as incomprehensible rather than a balance between evidence and theory.
He notes factors that can enhance the placebo effect, such as higher prices, fancy packaging, theatrical procedures and a confident attitude in the doctor.
Goldacre notes how Holford helped present nutritionism as a scientific discipline to the media, and forged links with some British universities.
He says Holford is promoting unproven claims about vitamin pills by misinterpreting and cherry picking favourable results from medical literature.
Goldacre blames the lack of sensational medical breakthroughs since a golden age of discovery between 1935 and 1975, with medicine making only gradual improvements since.
In a chapter titled "Why Clever People Believe Stupid Things", Goldacre explains some of the appeal of alternative medicine ideas.
Goldacre accuses the press of selectively choosing to use a "laboratory" that kept giving positive MRSA results when other pathology labs were producing none.