Phytochemistry and traditional medicine-The revolution continues

The use of traditional medicines, phytotherapeuticals, and dietary supplements, should be based on quality, safety, efficacy, and consistency (QSEC). Evidence relating to each of those facets of a plant-based medicine is being hampered, in part, by fourteen myths. While these myths are both powerful and persistent, they must be debunked for significant progress to be made in enhancing integrated global health care. This paper, an update on an earlier report, will examine these myths, and the roles that phytochemistry should play in this process. Some examples of the use of the new strategies will be presented from the contemporary literature, together with a brief summary of a clinical trial of a traditional medicine treatment for obesity, and a summary of activities in the European Union to address issues related to the approval and marketing of traditional Chinese medicine (TCM) products. (C) 2014 Phytochemical Society of Europe. Published by Elsevier B.V. All rights reserved.