Given that time and time again supplements are shown to do nothing, and in some circumstances even be harmful, can a company call itself Ethical Nutrients? Reminded me of a acupuncture shop at a local shopping centre called Miracle Therapy. "It's just the name of the store, I suppose, and no need for truth in advertising. Might as well call a homoeopathic remedy "cancer cure", after all it's just the name of the product.
On the site, the FAQ asks: "Am I Getting Enough Vitamins?" For almost everyone lucky enough to live in an industrialised country the answer is yes.