A Canadian doctor who has long been an outspoken critic of Gwyneth Paltrow and the questionable health advice on her lifestyle website, Goop, has now found herself the target of an attack by the site's team.

On Thursday, Paltrow tweeted out a link to a new Goop post that focuses on Dr. Jen Gunter, an obstetrician/ gynecologist in San Francisco, who grew up and studied medicine in Manitoba.

The "Goop team鈥� writes that this will be the first of many articles to confront their critics and give the site鈥檚 doctors a chance to respond.

The post goes on to defend 鈥�,鈥� which are US$66 jade rocks designed to be inserted into the vagina to help 鈥渃onnect the second chara (sic) and yoni for optimal self-love and wellbeing鈥� and to make a woman 鈥渇eel more in touch with her sexuality, and more empowered.鈥�

The Goop team notes Dr. Gunter 鈥減osted a mocking response on her site鈥� about jade eggs, and that 鈥渢here was a tremendous amount of press pick-up on the doctor鈥檚 post.鈥�

In fact, Dr. Gunter has been one of Goop鈥檚 and Paltrow鈥檚 most vocal critics. (She has debunking Goop鈥檚 advice for women)

In one post earlier this spring, Dr. Gunter pointed out several health concerns with the eggs. She was particularly concerned that jade is porous and could harbour bacteria that could put users at risk for all sorts of infections, including potentially fatal toxic shock syndrome.

not only is there no science to back up the use of the eggs, 鈥渟elling women biologically implausible devices and unstudied practices under the guise of reclaiming sensuality is harmful.鈥�

In its post Thursday, the Goop editors call the doctor鈥檚 concerns 鈥渟trangely confident.鈥� They write that Dr. Gunter has been 鈥渢aking advantage鈥� of the attention her criticisms have brought her and has attacked Goop 鈥渢o build her personal platform -- ridiculing the women who might read our site in the process.鈥�

They go on to defend their products and advice, saying: 鈥淲e simply want information; we want autonomy over our health鈥� Our primary place is in addressing people, women in particular, who are tired of feeling less-than-great, who are looking for solutions."

Dr. Gunter has countered that 鈥渟elling women biologically implausible devices and unstudied practices鈥� can actually be disempowering.

鈥淚magine how a woman might feel who plunks down $66 for a jade egg and gets no benefit -- or worse, hurts herself?鈥�

On Thursday, Dr. Gunter, who is vacationing in England, responded to the Goop post:

Timothy Caulfield, a professor in the faculty of Law and the School of Public Health at the University of Alberta, wrote a book about the influence celebrities wield, called 鈥淚s Gwyneth Wrong About Everything?鈥�

He says it can be easy to dismiss some of the 鈥渘onsense鈥� that Paltrow and Goop promote but -- as he argues in his book -- there are many who put stock in a product or practice if it's been endorsed by a celebrity.

鈥淭his stuff matters. Some of the stuff they promote is dangerous, but what celebrities say matters,鈥� he said, adding 鈥淚 truly believe that detoxes and cleanses wouldn鈥檛 exist but for celebrities.鈥�

Caulfield, who claims Dr. Gunter as a personal friend, says he finds the 鈥渢wisted logic鈥� of the post infuriating, but is also irritated they went after the physician herself.

鈥淭hey say they鈥檙e taking the high road. But then they make these personal attacks,鈥� he told CTVNews.ca by phone.

He says Gunter has used her medical experience to debunk point by point so many of the site鈥檚 claims.

鈥淛en is a gynecologist so this is her area of expertise. She writes these posts quickly, she does it with humour, and in a way that鈥檚 relevant to the general public,鈥� he said.

Caulfield calls Goop鈥檚 decision to attack Dr. Gunter a 鈥渢actical error,鈥� since it might only draw more attention to her posts, and notes support for Dr. Gunter is growing with the #TeamJen hashtag.

鈥淭his whole thing has blown up into something much bigger than I would have expected, which I really think speaks to the frustration that Gwyneth engenders,鈥� he said.