"Some of the advice is straight up harmful. A lot of health trends like detoxing, cleansing, cryotherapy, IV therapy, I think those things wouldn't exist but for celebrity endorsement."

SECOND OPINION | It's war! Debunkers take on actress Gwyneth Paltrow's GOOP and celebrity pseudoscience

War on GOOP breaks out into the open

By Kelly Crowe & CBC Health Unit, CBC News Posted: Jul 22, 2017 8:00 AM ET Last Updated: Jul 22, 2017 8:00 AM ET

"They just want to create noise, and the more noise, the better," he said. "They don't care if it's positive noise or negative noise. The jade vagina eggs are still going to sell out. And that's what history tells us."

Still, Caulfield believes the war on Goop is important.

"I think setting the scientific record straight matters. It may not change people's minds tomorrow, but ensuring the facts are out there will make a difference long term," he said.

"Some of the advice is straight up harmful. A lot of health trends like detoxing, cleansing, cryotherapy, IV therapy, I think those things wouldn't exist but for celebrity endorsement."