Ben Goldacre's energetically scathing book Bad Science highlights a series of problems underlying scientific work, such as bad studies, bad experiments, bad analysis, and bad reporting. Goldacre is himself a medical scientist from the UK so much of his criticism is leveled against the British media and medical establishment, although it still applies to other fields of study. His key targets are alternative medical practitioners, especially homeopathics and nutritionists, as well as other fads that celebrities and their favorite doctors pedal in the mass media.