ABSTRACT
In both Japan and the UK, health care comes in many diverse forms, including herbal medicine and homeopathy. The folk sector in Japan, as becomes immediately apparent, is simply not structured in a way that guarantees a high quality of treatment. The biggest difference specifically regarding alternative medicine for atopic dermatitis in the UK and Japan is that the term or concept of steroid withdrawal treatment simply does not exist in the UK. The UK is known for having some of the strictest advertising regulations in the world, and it is extremely rare to see the kind of false or misleading advertising that is prevalent in Japan. The legislation and regulations proved effective in the UK, and it became very difficult to produce advertisements claiming to cure atopic dermatitis like those found in Japan. Takuya Tsujiuchi points out that the level of pluralism and diversity evident in complementary and alternative medicine in Japan could be called profusive or rhizomatic.
