Truth’ is under attack, more so now than ever before, and for many reasons one of which is social media. We hear and read remarkable, often preposterous claims from many sources. This may be in political debate, the presentation of new products, or new health-enhancing exercises ranging from hot water pools to cold water swimming. These frequently claim to be ‘scientific findings’ often reporting ‘new studies have shown’ stories, underpinned by ‘expert’opinion. They are amplified in the media until the next fad comes along.