Viewpoint: Rebranding questionable ‘anti-aging’ claims as ‘longevity’ treatments is a fashionable new online wellness con Cheek Media | August 28, 2026

https://geneticliteracyproject.org/2026/08/28/viewpoint-rebranding-questionable-anti-aging-claims-as-longevity-treatments-is-a-fashionable-new-online-wellness-con/ The global wellness industry has swapped “anti-aging” for “longevity” — same unproven promises, shinier vocabulary — as Cheek Media’s Varsha Yajman reports in a recent investigation into the sector’s marketing tactics. The industry, valued at $6.8 trillion and projected to hit $9.8 trillion by 2029, increasingly relies on influencers rather than clinicians to sell its products, often to people who can least afford to be misled