Company A sells natural remedies, etc. Company B is a news organization which reports on natural health remedies, and also advertises for those companies, et. Nonprofit C is a consumer watchdog organization that investigates and promotes natural health. They are supported by the natural health industry, and community. Trade Association D is a group of natural health corporations that lobby the government, and fight bad press.
The trick is, A, B, C, and D are all working together, in collusion, with the same investors, same backers, and each supports the other. It's so pervasive it's astounding, and extremely difficult for consumers to see through to factual information.