The municipal government of Tokyo examined 56 products that are widely sold in health-food stores. They found that 600 violated the law. Twenty-nine of the 56 products specifically violated the Pharmaceutical Affairs Law by making unapproved health claims. Industry self-regulation of health food sales has proven unsuccessful. Many companies began to sell such beverages in Japan after preliminary scientific studies revealed that diets rich in fruits and vegetables containing beta-carotene were associated with a lower rate of cancer.
Some companies expressly claim that beta-carotene can reduce the risk of cancer.
While VegitaBeta contains a small amount of juice from vegetables and fruits that contain beta-carotene, the 4.8 mg of beta carotene in one bottle of the beverage is added in supplement form according to company officials. However, more recent clinical trials found that beta-carotene in supplement form does not provide the same benefits as fruits and vegetables rich in the nutrient. Those studies found that beta-carotene in supplement form does not reduce the risk of cancer and might even increase the risk of lung cancer in smokers. Other health food products may be harmless, but useless. By the end of 1997, it was being used in almost 50 products ranging from beverages to DHA-fortified eggs.