Older people are an increasingly important customer base for the developing herbal and dietary supplements industry (Thibaud, 2017). This may be due to higher incomes and a growing number of older people within the population.  According to American survey in 2011, there is an increase in using herbal and dietary supplements with age and higher income (Dickinson, et al., 2014). Moreover, Dickinson et al. (2014) also state that the percentage of using herbal and dietary supplements is different in different age groups, for instance, the American population over age 55 occupied 78% on using herbal and dietary supplements in 2011. In addition, according to research by Thibaud (2017), in eastern countries, old people think highly of quality and authenticity towards herbal and dietary supplements. All this evidence suggests that it may be in the interests of marketing and advertising departments to specifically target the older age bracket. However, old people may hold many misconceptions towards herbal and dietary supplements and so it may be unethical to advertise falsely. For example, Marinac et al (2007) also highlight that old people in America wrongly thought herbal and dietary supplements products have been tested or health care industry have been regulated routinely by FDA. However, this research was only carried out in one US city with just over 200 participants and is therefore not representative of all US old adults. Overall, it seems that older people are an important marketing base because they are growing number and may hold positive attitudes towards herbal and dietary supplements, although these supplements are not the safe as they thought and so standards and advertising needs to be regulated.