‘Sometimes, you just have to stand up there and lie’

It’s hard to keep up with glutamate-industry propaganda, as they clearly have some of the most creative minds in the business. The latest to handle PR for Ajinomoto Co, Inc. (the leading producer of monosodium glutamate) is none other than Daniel J. Edelman Public Relations, the largest independently owned PR firm in the world.

At the beginning of this year, Richard Edelman (son of founder Daniel), when writing about how honored he was that his namesake agency was listed as a “best place to work” by Ad Age, proudly told how they are now working with Ajinomoto to “set the record straight about long-misunderstood monosodium glutamate (MSG) in the U.S.”

And that explains a lot about the bold new propaganda campaigns we’ve been seeing lately — significantly different approaches. One in particular masquerades as an announcement of a newsworthy event to be featured in business sections of some top-name newspapers.

“Rescuing MSG’s Unsavory Reputation” was carried by the Chicago Tribune, the Latin American Herald Tribune, and the Wall Street Journal among others, with lots of “feel- good” words paired with “monosodium glutamate.”  Psychologists might call it conditioning; we call it brainwashing. The same piece was also posted in Food Processing, which calls itself “the information source for food and beverage manufacturers,” under the headline, “Ajinomoto Wants to Repair MSG’s Reputation.”

Now we’ve seen “The man who discovered umami,” by Veronique Greenwood, in no less a program than BBC’s “Future”. This time, the message that MSG is a harmless flavor enhancer is encased in a pleasant story about the glories of “umami.”  And in this friendly, good-natured, affable little tale is inserted the message that the consumer is supposed to take away:

“The product, a monosodium glutamate (MSG) powder called Aji-No-Moto, is still made today. (Although rumuors have swirled periodically that eating too much MSG can give people headaches and other health problems, the US Food and Drug Administration has found no evidence for such claims. It just makes food taste more savoury.)”

It’s clever, for sure. But Edelman has a long history of clever propaganda techniques. One that it terms “litigation PR,” was used to stop a dozen state attorneys general from joining the anti-trust actions taken against Microsoft in the late 1990s. Other efforts of theirs have included representing the American Petroleum Institute at a reported fee of $52 million a year in an “astroturfing” venture (a fake grass-roots campaign typically industry funded) to promote fracking, as well as other climate-change-denial crusades, and working with Big Tobacco to help “slow or reverse” public opinion regarding smoking. One document from the late 1970s, produced by Edelman for RJ Reynolds, states that their purpose is to “begin the process of establishing that there is another point of view on the cigarette question.”

But nothing describes Edelman’s MSG “set the record straight” effort better than a story that appeared in Gawker ten years ago. According to an unnamed, top-level marketing executive, an Edelman senior management training session included this quote: “Sometimes, you just have to stand up there and lie. Make the audience or the reporter believe that everything is OK.”

We can’t wait to see what these propaganda artists will have in store for us next. 

References:

https://www.edelman.com/insights/edelman-ad-age-best-places-work-2019

https://www.sourcewatch.org/index.php/Edelman

https://gawker.com/356220/sometimes-you-just-have-to-stand-up-there-and-lie

https://www.industrydocuments.ucsf.edu/tobacco/docs/#id=mybm0104

Is this propaganda hiding in the business section of your newspaper?

The people who manufacture and sell monosodium glutamate are rich, powerful, and terribly creative. A noteworthy strategy used these days is to parade “monosodium glutamate” before the public as many times as possible along with positive words or phrases. This seemingly simple approach has created some amazingly powerful propaganda.

Glutamate industry propaganda has traditionally been based on Six Big Fat Lies, along with The Whopper, all bound up in beautifully wrapped consumer-friendly rhetoric.  But at the end of April newspapers everywhere began publishing “news” releases in their business sections, announcing Ajinomoto’s $10 million campaign to “Rescue MSG’s Unsavory Reputation.” (Ajinomoto is the world’s largest producer of monosodium glutamate). What a great way to deliver its fiction that “monosodium glutamate is safe – and maybe even good for you…”

And those who read these “news releases” don’t even realize that they are being brain washed by carefully chosen words and images that, they are told, describe MSG.

For example:

safe, good for you, eat less salt, proudly, a chubby panda, traditional Japanese broth, MSG for foods like chicken noodle soup, MSG’s merits, knowledge that it is healthy

Then, for good measure, they add a few words about the people who say that the excitotoxic free glutamic acid (glutamate) in MSG, in the quantity now in processed foods, kills brain cells, is an endocrine disruptor, and causes reactions like a-fib, nausea and vomiting, tinnitus, asthma, migraine headache and seizures:

fake news, xenophobia not science, stereotypes about Asians, prejudice

If you’re new to the subject of MSG toxicity, please know that the truth, the whole truth and nothing but the truth can be found on the webpage of the Truth in Labeling Campaign.  You might find the sections on “data” and “label lies” to be of particular interest.

PROPAGANDA 101: The 8 ingredients in cutting edge propaganda

Monosodium glutamate contains manufactured free glutamic acid (glutamate), a free amino acid that can kill brain cells, disrupt the endocrine system, and cause adverse reactions such as migraine headache, asthma, a-fib, tachycardia, and seizures.

The first data pertaining to toxicity of manufactured/processed free glutamate (MfG) can be found in studies going back to the 1940s, with the first ones related to glutamate-induced retinal degeneration dating from the 1950s. The first research to rock the boat for Ajinomoto, Inc. (the world’s largest producer of MSG), came from John Olney’s study “Brain lesions, obesity, and other disturbances in mice treated with monosodium glutamate,” shown to Ajinomoto in 1968, and published in 1969 in Science.

The 1969 report of brain damage was followed by five decades of research where it was demonstrated repeatedly that ingestion of MfG will cause brain damage, endocrine disorders, and observable adverse reactions; that free glutamate accumulated in inter-cellular spaces in the brain will cause brain damage; and that accumulations of free glutamate are associated with abnormalities such as addiction, stroke, epilepsy, degenerative disorders (Alzheimer’s disease, ALS, and Parkinson’s disease, for example), brain trauma, neuropathic pain, schizophrenia, anxiety, and depression, jointly referred to as the “glutamate cascade.”

Data that confirm that free glutamate, monosodium glutamate, and hydrolyzed proteins cause brain damage and neuroendocrine disorders can be accessed at the Truth in Labeling website.

Discussion of flawed glutamate-industry studies can also be found at the TLC site. The story of glutamate-industry suppression of data, “The toxicity/safety of processed free glutamic acid (MSG): A study in suppression of information,” published in 1999 in Accountability in Research, can be read online by clicking here.

Since 1968, the glutamate industry has vigorously denied monosodium glutamate toxicity. Their use of scientists-for-hire, rigged research, infiltration of government agencies, control of major media, and a propaganda campaign second to none, has paid off for them as witnessed by the fact that so many are buying into the fiction that the toxicity of monosodium glutamate, and the toxicity of its glutamic acid are controversial.

On January 28, 2019, the SciShow on YouTube, hosted by Stefan Chin, gave us one of the finest examples of glutamate-industry propaganda seen to date, designed to convince its audience that monosodium glutamate is a harmless food additive. Chin’s recipe for deception is classic. 

Ingredient 1.  Talk fast.  Say positive things about monosodium glutamate. Some of those good things may contradict one another, but it doesn’t matter because the audience will hear a series of confident statements and won’t have time to notice the inconsistencies.  

Ingredient 2.  Acknowledge that research on monosodium glutamate’s “safety” has been found questionable by some.  Don’t make an issue of it, just acknowledge the criticism so no one can say that you ignored critical studies.  Then simply say that science disagrees.  No need to offer evidence.  Just plant the seed that science says monosodium glutamate is safe.

Ingredient 3.  Paint a glowing picture of monosodium glutamate.  Use affirmative words and phrases in your discussion.  Whether they are relevant or not makes no difference.  Whether they make sense or are random phrases does not matter.  Make no mention of any negatives.  Your audience should have positive thoughts and take away positive images of monosodium glutamate.

Some of the phrases, statements, and images that Chin associates with monosodium glutamate include:

“Purified MSG”
“Glutamate-rich”
“MSG is umami in its purest form”
“For love of MSG”
“Savory taste”
“The savory taste that’s taking over the culinary scene”
“A building block of protein”
“Culinary gold”
“Ubiquitous in kitchens”
“Gone global”
“A staple”
“Universal love for MSG”
“Team umami”
“You’ve been team umami from the get-go”
“Love of MSG comes from biology”
“In vertebrates”

While mentioning the positive roles that glutamate plays when not present in amounts needed to produce excitotoxicity, its role as an excitatory neurotransmitter is subtlety mentioned and goosed over.  There is no mention of the fact that this excitatory neurotransmitter kills brain cells, disrupts the endocrine system, causes adverse reactions like migraine headache, seizures, a-fib, tachycardia, asthma and more, and is known to play a role in neurodegenerative diseases including ALS and Alzheimer’s disease, schizophrenia, depression, and all the other abnormalities considered to be part of the glutamate cascade.

Ingredient 4. Once the picture has been drawn and the scene has been set, begin to twist the truth in a fashion that isn’t obvious.  Chin starts by pairing the terms monosodium glutamate and umami, glutamate and umami, and glutamate and monosodium glutamate.  Psychologists call this process “conditioning.”  Others might call it “brain washing.”

“Umami” is a word used for centuries by the Japanese to denote a really good taste of something – a taste or flavor that exemplifies the flavor of a food.  Umami is a descriptive term.  It’s an adjective.  It’s not a “thing,” it describes a thing.  Chin builds the case for using the word “umami” as a synonym for “monosodium glutamate.” He also uses “umami” as a synonym for “glutamate,” calling “glutamate receptors” “umami receptors.”  Throughout the balance of his presentation, Chin uses “glutamate,” “monosodium glutamate,” and “umami” almost interchangeably.

From twisting the truth, Chin moves to misrepresentations, half-truth, and blatant lies. 

Ingredient 5. Misrepresentations

To make a “misrepresentation” simply means to state as a fact something which is false or untrue.  To be considered fraudulent, a misrepresentation must be false, and it must be material in the sense that it relates to a matter of some importance or significance rather than a minor or trivial detail.

Ingredient 6. Half-truths.

The legal definition of a “half-truth” is to omit or withhold a statement of fact, knowledge of which is necessary to make other statements not misleading. It would be a material omission if it relates to a matter of some importance or significance rather than a minor or trivial detail.  A material omission is one of the components of fraud.

Ingredient 7.  Blatant lies.   

The following are examples of misrepresentations, half-truths, and lies, taken from Chin’s “The truth about MSG and your health” propaganda piece.  These are common to glutamate-industry propaganda.

“Glutamate is an important building block for protein.  And it also helps nerve cells send signals to other cells in the body.  It’s the most abundant excitatory neurotransmitter in vertebrates.  Since it’s so important for our bodies…”

OMITTED: Since 1957, and particularly since 1968, there have been growing numbers of studies documenting brain damage, endocrine disorders, and adverse reactions following ingestion of MSG. The glutamate cascade has been implicated in such disease conditions as addiction, stroke, epilepsy, degenerative disorders (Alzheimer’s disease, ALS, and Parkinson’s disease), brain trauma, neuropathic pain, schizophrenia, anxiety, and depression.

“Purified MSG wasn’t a thing until 1908” when a Japanese chemist realized that the base made from kombu seaweed in his soup imparted a delicious flavor ….”

MISREPRESENTATION: What is “purified MSG?”  The flavor enhancing component of monosodium glutamate is the L-glutamic acid that was once extracted from protein-rich foods and is now produced in large part by genetically modified bacteria which excrete glutamic acid through their cell walls.  When L-glutamic acid is produced/manufactured by either method, unwanted by-products of manufacture (impurities) inevitably accompany the sought-after L-glutamic acid. Two of those impurities are D-glutamic acid and pyroglutamic acid.  Other impurities depend on the source material used in producing the L-glutamic acid and the method of production.  Moreover, to date, efforts to remove the impurities accompanying L-glutamic acid have been unsuccessful.  Which begs the question, what exactly is “purified MSG?”

“Studies have shown that umami functions as a flavor enhancer, creating a harmony between various flavors ….”  “A 2007 study published in the European Journal of Neuroscience….wherein the brain activity map lit up more from the combo of drinks….”

OMITTED: Studies demonstrating that monosodium glutamate and other products that contain processed free glutamic acid cause brain lesions, endocrine disorders, and observable adverse reactions.

“It’s an amino acid that the human body can synthesize glutamate, but that we also get from our food.”

OMITTED: There is no need for humans to ingest glutamate should the body be deficient, because glutamate can be synthesized from other amino acids. 

“While you’ve might have been told that it’s bad for you, or causes the so called Chinese restaurant syndrome, Science disagrees.”

FACT: Independent scientists have either read the scientific literature and concluded that monosodium glutamate kills brain cells, is an endocrine disruptor, and causes adverse reactions, or have no opinion on the subject.  It is only those scientists who are employed by the glutamate industry who maintain that monosodium glutamate is a harmless food additive.

“MSG stands for monosodium glutamate, the sodium salt of glutamate”

FACT:  Monosodium glutamate is a manufactured ingredient/product.  Glutamate is the sodium salt of glutamic acid.  Monosodium glutamate contains glutamate, the sodium salt of glutamic acid.

“Since it’s so important for our bodies, it’s not surprising we’ve evolved a taste for it.”

MISREPRESENTATION: “evolved a taste for it” as in “evolution?”

FACT:  Certain glutamate receptors on the tongue have been called “umami receptors by Ajinomoto.  As marketing professionals would say, they’ve been given a name and been branded.

“We have umami-specific receptors on or tongues and in our stomachs”

FACT:  There are glutamate receptors throughout the human body.  In 2009, Chaudhari, Pereira, and Roper stated that “Over the past 15 years, several receptors have been proposed to underlie umami detection in taste buds.”

“And these drive our love for foods that contain glutamates”

FACT:  This is so irrelevant it isn’t even a misrepresentation.

“And umami-rich foods have been staples in human diets forever.”

FACT:  Glutamate-rich foods (which would necessarily be protein-rich foods) have been staples in human diets for centuries.  Umami is an adjective that means flavorful or delicious.

“It all started with a 1968 letter to the editor of the New England Journal of Medicine.”

FACT: In 1968, the same year that Dr. Ho Man Kwok published his letter to the editor in the New England Journal of Medicine, John Olney, M.D., determined that monosodium glutamate administered to mice caused brain damage and endocrine disruption. Olney reached out to Ajinomoto U.S.A., Inc. to discuss his findings.  In response, Ajinomoto established a nonprofit corporation, recruited scientists and others to defend the safety of its product, and unleashed a powerful public relations campaign.  Ajinomoto’s researchers claimed to be replicating the animal work of Olney and others who found monosodium glutamate-induced toxicity, but their researchers did not actually replicate. Although it had been established that brain lesions could not be identified if examination was not done within 24 hours after insult, glutamate-industry researchers routinely examined the brains of test animals after 24 hours had elapsed. They also used inappropriate methods and materials for staining the material they were examining.

In the 1980s, human double-blind studies were undertaken, from which glutamate-industry researchers would claim they found no adverse effects from ingestion of monosodium glutamate.  For these studies, glutamate-industry researchers used of a variety of techniques virtually guaranteeing negative results — lacing placebos with aspartame being their fail-safe.

“The idea took hold, spurring years of biased science based on the flawed assumption that CRS was a real thing, and that MSG caused it.”

FACT: The idea that monosodium glutamate causes adverse reactions such a migraine headache followed the fact that a great number of people suffered migraines and other abnormalities after eating something containing monosodium glutamate.

FACT: “biased science,” “flawed assumption,” and “flawed assumption that CRS was a real thing” are some of the undefined negative phrases used in glutamate-industry propaganda to paint a negative image of those who challenge the safety of monosodium glutamate.

“Double-blinded placebo controlled studies…have failed to find a reproducible response to ingesting foods with MSG.”

FACT: Glutamate-industry studies have been rigged to “fail to find” responses to ingesting foods with MSG.  For further details look here.

Following recitation of misrepresentations, half-truths, and blatant lies, Chin moved to degrading those who have observed that monosodium glutamate and other ingredients that contain excitotoxic glutamic acid have toxic potential.  The following paragraph was taken from the video.  Emphasis has been added to point to negative references.

“While our love of MSG comes from biology, a lot of people’s aversion to it seems to have roots in something else entirely. Racism.  It all started with a 1968 letter to the editor of the New England Journal of Medicine…. The idea took hold, spurring years of biased science based on the flawed assumption that CRS was a real thing, and that MSG caused it.  Subsequent animal studies seemingly confirmed the idea, but these often consisted of injecting super concentrated doses of MSG directly into creature’s abdomen, which isn’t exactly a scientific approach to determining the effects of MSG sprinkled into saucepans.  More recently research on MSG aversion has taken into account the xenophobia and racism that fueled it.  And over the last 3 decades, a number of double-blinded placebo-controlled studies, including studies of subjects with reported sensitivity to MSG, have failed to find a reproducible response to ingesting foods with MSG.”

Chin’s last sentence is priceless.  Those double-blind placebo-controlled studies were certainly “placebo controlled.”  The placebos used invariably contained excitotoxic aspartame (in aspartame) or another excitotoxic amino acid, making it inevitable that there would be as many reactions to the placebo as there were to the monosodium glutamate test material.  As early as 1978, Ajinomoto’s placebos were being laced with aspartame.

And those “subjects with reported sensitivity to MSG”?  They were college students and/or medical school students who were paid generously to participate in the studies provided that they said they were sensitive to MSG. No one verified that they were actually sensitive to MSG.

Ingredient 8.  Conclude with discussion of some positive thing that the glutamate industry is doing.  Chin tells the audience that “Investigation into the potential health benefits of MSG is ongoing…”

The only ingredient that Chin seems to have failed to include in his recipe for deception was The Whopper — the lie that we aren’t exposed to enough MfG in processed foods to cause us any harm.

Why is Michigan State University feeding a propaganda campaign that claims monosodium glutamate is a harmless food additive?

“Propaganda” was the first thought that entered my mind. Propaganda touting the safety of monosodium glutamate. But from Michigan State University?

“People associated it with some unpleasant symptoms….But scientists really haven’t really been able to reproduce those symptoms reliably.”

Those are words straight from the playbook of the glutamate industry coming as a sound bite from MSU’s public radio station WKAR (and NPR) on its “Serving Up Science” program in a segment titled: “Umami: The Most Complex Taste.”

It’s not unusual for the glutamate industry to place stories with struggling freelance writers or others who need work that can be cited – people who are pleased to take articles or story lines that are handed to them (with or without remuneration), and run with them without checking out their sources or their facts.

It’s not unusual for the glutamate industry to have food scientists who have produced studies allegedly demonstrating the safety of monosodium glutamate write or speak on the safety of their product. But Michigan State Assistant Professor Robin Tucker, quoted above, doesn’t fit the bill. She presents a most impressive bibliography, but there’s nothing that I saw there that even shows an interest in glutamate, monosodium glutamate, or excitotoxins. So where did she get the idea that “people really don’t have much to worry about when it comes to MSG”?

Perhaps I understand how Tucker got involved. She’s on the faculty of the Department of Food Science & Human Nutrition, where, with close to 40 faculty members, she must know many who are Food Technologists, professionals dedicated to creating and improving food products. And of those, no doubt many will belong to the Institute of Food Technologists (IFT), some of whose members profit from promoting the fiction that monosodium glutamate is a harmless food additive.

Dr. Tucker may even know Andrew G. Ebert, Ph.D., a highly respected pharmacologist and toxicologist who once served as chairman of Ajinomoto’s International Glutamate Technical Committee (IGTC). It was Ebert (an IFT Fellow since 1996) who provided aspartame-laced placebos to researchers conducting studies he designed to be used as evidence that monosodium glutamate is a harmless food additive.

Another IFT member, who might have indirectly influenced Tucker, is Steve Taylor. Taylor is Co-Founder and Co-Director of the Food Allergy Research and Resource Program, and Professor in the Department of Food Science and Technology at the University of Nebraska. Taylor became an IFT Fellow in 1986. Although having worked for Ajinomoto for many years, Taylor does not publicly acknowledge their relationship.

What I don’t understand is how NPR could carry the message that “people really don’t have much to worry about when it comes to MSG,” delivered by a person with no expertise in glutamate toxicity.

This past Monday I called Dr. Nancy Turner, Professor and Chair of the Department of Food Science and Human Nutrition at Michigan State University, and left a message asking how the damage done by Robin Tucker’s statements in this broadcast were going to be redressed.

On Wednesday Turner returned my call. I spoke of the data that demonstrate that the free glutamic acid in monosodium glutamate is excitotoxic – that in the unborn and the newborn it kills brain cells, destroys that part of the endocrine system responsible for weight control and human reproduction, and causes adverse reactions such as migraine headache, a-fib, and seizures in older humans.

I spoke of the flawed research of the glutamate industry wherein excitotoxic aspartic acid (in aspartame) was used in the placebos of industry-sponsored double-blind studies. I went so far as to use the word “fraud” in describing the research that claimed to have demonstrated that monosodium glutamate is a harmless food additive – to which Dr. Turner responded saying that everyone is entitled to their own opinions, and that I was expressing my interpretation of the data.

She further informed me that placebos had to be balanced with test material, and since test material in the studies being discussed contained amino acids, amino acids would appropriately be used in placebos. My statement that the amino acid used in the placebos used in industry-sponsored studies of the safety of monosodium glutamate caused the same reactions as those caused by monosodium glutamate was ignored.

Since I had written to the show’s authors, Sheri Kirshenbaum and Karel Vega, as well as Dr. Tucker when it first appeared and received no response, I tried to communicate with NPR. There I found that the best I could do was put my letter in a box called “submit a correction.”

And so this blog.

There seems to be no shortage of people who don’t read the medical literature and don’t realize that there is an abundance of research that demonstrates that free l-glutamic acid (the manufactured free glutamic acid in monosodium glutamate) is toxic – that it causes brain damage, endocrine disorders (obesity and infertility), a-fib, migraine headache, asthma, seizures and more.

But I shouldn’t have to tell that to the “Serving Up Science” team. Just a few weeks before the umami piece appeared, they published “The Importance of Reputable Sources,” which explained that while it’s easy to get information online, “finding the correct information is a bit harder.”

Perhaps that’s something to keep in mind when using NPR as an authoritative source.

Adrienne