Answer:
It probably isn't right to play on anybody's fear, that type of aproach not fitting into the competition laws properly. Yet, if the product is part of a cathegory that was authorised to be sold then it might be helpfull to acces the reasoning that led to that.
I have an example in mind which is not necessarily exactly the same type, yet it touches the same issues: the way some natural products like plants are sold to help healing this and that dissese while, given the concentration of the active substance is so small per given quantity of product, it wouldn't have the smallest impact on the health issue to be cured