Edzard Ernst retired from his University post ten years ago after critically exploring alternative forms of medicine during much of his academic career. As well as informing the public through his academic papers and books, he also runs a popular blog [edzardernst.com], lectures widely and is active on social media (>20000 followers on ‘X’). He is also a regular columnist for DER SPIEGEL, DIE WELT and L'EXPRESS. His ambition is to stimulate critical thinking in and around alternative medicine, a mission that has brought him into conflict with many proponents, including King Charles III, but also much acclaim and several prestigious awards (e.g. Maddox Prize 2015).