Susan Clark is an alternative therapy columnist who recently made a cheeky attack on her critics. It was subsequently noted that she promotes one company, Victoria Health, with some regularity in her writing. There is a large pool of alternative therapy writers in the UK, who all regularly promote specific products and companies. No background data was available on how frequently this one company is promoted in newspapers, and therefore it was impossible to assess whether Clark’s promotion of them represented an anomaly. This brief pilot study was aimed at providing further background data.