The Austrians are finally going off homeopathy

A recent survey of the “Österreichische Gesellschaft für Marketing” (OMG), a Viennese opinion research and market research institute shows a notable shift in public attitudes towards homeopathy. In 2010, nearly one in five Austrians reported greater confidence in homeopathy than in evidence-based medicine. By 2026, that proportion had fallen to just one in ten (10%), indicating a substantial erosion of support over the past decade and a half. Interestingly, the percentage differed acconding to politics; for voters of the right-wing freedom party and the greens the percentages were notably higher (15 and 19% respectively).

Several factors likely contribute to this trend. One important driver is the increasingly critical stance adopted by mainstream media. Over recent years, reporting on homeopathy has become more evidence-focused, often highlighting the lack of plausible mechanisms and robust clinical efficacy beyond placebo. This shift in media tone may have played a significant role in reshaping public perceptions, particularly among more scientifically literate audiences.

Equally important is the growing distance between homeopathy and the scientific community. As medical research continues to emphasize rigorous methodology and reproducibility, homeopathy has struggled to meet these standards. The accumulation of negative or inconclusive findings in high-quality trials has further weakened its credibility within academic medicine.

Yet, the responsibility for declining trust does not rest solely with external critics. Instances of scientific misconduct within homeopathy research – such as studies later found to involve highly probable data manipulation and subsequently retracted – have likely contributed to skepticism. In particular, the now infamous study by the Vienna-based Michael Frass might have contributed to the decline. Such events undermine not only individual studies but also the broader integrity of the field.

Overall, the Austrian data suggest a gradual but meaningful realignment toward evidence-based medicine, driven by both external scrutiny and internal weaknesses within homeopathy itself. This surely must be good news. But, as a rational person, I still ask myself, how is it possible that 1 in 10 Austrians have greater confidence in homeopathy than in evidence-based medicine?

To me, this indicates that much more work is needed to inform the public responsibly about homeopathy and other bogus alternative treatments.