Goop has been criticized in the past for some its wellness claims, and founder Gwyneth Paltrow has promised to rectify those problems.
Paltrow, 45, has promised to hire a full-time fact checker for Goop by September, an announcement revealed in a new piece published by The New York Times.
The actress-turned-entrepreneur dove deep into the finer workings of her business in a November lecture presented to students, their friends, and relatives at Harvard Business School.
The call for more accurate information was spearheaded, in part, by Canadian gynecologist and obstetrician Jen Gunter. Gunter, who is also a column writer for The Times, has challenged the legitimacy of Goop‘s health claims in dozens of blog posts.
Some are even calling for Goop to hire Gunter as their official fact checker.
One may think repeat incidents of alleged misinformation may harm a business like Goop, but as Paltrow explained, it actually generated more money and more attention.
And that is because of something Paltrow called “cultural firestorms.” She told Harvard students how she “can monetize those eyeballs” from those seeking to argue and debate claims. “It’s a cultural firestorm when it’s about a woman’s vagina.”
According to the publication, as of June 2018 Goop receives an average of 2.4 million unique visitors a month.