As Jonathan Samet — the dean of the Colorado School of Public Health, who advised the World Health Organization on cellphone radiation and cancer — told me, you can argue anything based on the science we currently have “because there’s not enough evidence to start with.” Actually, there’s not enough high-quality evidence. Before we get into why, and what we know, we need a quick primer on cellphone radiation.

Take a closer look at the product claims. Many refer to their “shielding technology” and not the product itself. In many cases, the “FCC Certified” labs they cite are actually testing how much RF the raw shielding material can block. They’re testing the materials used in the products. They’re not testing how much RF the actual products block while on a real-world phone.

Stick on anti-radiation protection shields etc are often made of metal which may block signal and prevent reliable mobile phone communications with signal towers. Mobile phones recognise the potential for a dropped signal and actually increase power to compensate. The result is a fast draining battery and an even higher radiation output as a result of using the product (an exception to this are shields that are placed in between the phone and the user as these do not impede signal to cell towers to any significant degree)
Don’t be mislead by a common misconception started in the 90′s that wired headsets, that the headset that came with your cell phone is a safe alternative to placing a phone to your head.   This is simply not true at all! Ordinary headsets use a wire to deliver sound to an electronic earpiece that can deliver electromagnetic radiation into your head directly through your ear canal.

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SafeSleeve Anti Radiation Case: Safe Sleeve website says they integrate FCC accredited independent lab tested "shielding technology" in their products. There are many links to "SafeSleeve, Is it a Scam?" and "Does SafeSleeve work?" online, but if you follow those links you'll find they go to the actual SafeSleeve site where the question of SafeSleeve protection is addressed.  You'll see in this demonstration that the radiation level was higher with the SafeSleeve Case on.
Users were defined as anyone who made at least one phone call per week for six months between 1982 and 1995. So any person who made 26 calls was a cell phone user and therefore considered exposed to radiation. Those with less than 26 calls were non-users. In reality, the radiation exposure between users and non-users defined in this manner is not discernable.
Using a speaker/personal speakerphone or earplug (not wireless) during conversation - distancing the mobile phone from the user’s body reduces his exposure to the radiowave radiation. Therefore, keep the mobile phone at a distance from the body (do not carry it on the body, such as in the belt, pocket or on a neck strap). Obviously, reducing the amount and duration of calls on the mobile phone is another simple measure to reduce exposure.
Pong’s research indicates that badly designed cell phone cases can partially block a phone’s antenna, making the device work harder to transmit signals. Due to gaps in the FCC’s cell phone regulations, a phone worn right next to the body and enclosed by a case that obstructs the antenna could expose the user to more radiation than the FCC’s legal limit.
SafeSleeve Anti Radiation Case: Safe Sleeve website says they integrate FCC accredited independent lab tested "shielding technology" in their products. There are many links to "SafeSleeve, Is it a Scam?" and "Does SafeSleeve work?" online, but if you follow those links you'll find they go to the actual SafeSleeve site where the question of SafeSleeve protection is addressed.  You'll see in this demonstration that the radiation level was higher with the SafeSleeve Case on.
Using the gauss meter at varied locations, you can easily detect electromagnetic radiation “hot spots” where exposure to these ominous frequencies is the greatest. Armed with this crucial information, you can then avoid these areas, re-arranging furniture or electronic devices as needed in order to avoid unnecessary exposure to electromagnetic radiation.

There were no biological hypotheses tested in the study. It was therefore only a numbers game. Ignored were mechanisms of disease found in other studies of cell phone radiation effects, including genetic damage, blood-brain barrier leakage, and disrupted intercellular communication. The study did not discuss any research supporting the notion that cell phones could cause problems in users.
You hit the nail on the head when you say that distance is key when it comes to EMF exposure. The solutions you sell will definitely help provide that separation. That said, our products are different in that they shield the user from EMF while allowing them to use the device as they normally would, without needing to hold their device by a rope or placing it in a faraday cage that eliminates signal altogether.
Wearable tech such as the Apple Watch might as well be called a wearable EMF device. These watches are even worse than mobile phones in that they remain in constant, direct contact with your skin. New York Times columnist Nick Bilton covered this issue in March 2015, noting that constant, low-level radiation from such devices can trigger the formation of cancerous tumors, blood abnormalities, and more.

Released in 1993 as a joint creation of IBM and BellSouth, this was the first smartphone. A fax machine, a PDA, a pager and a mobile phone, the IBM Simon featured no physical keys, but used a touchscreen and optional stylus. Amazingly, it included applications such as games, email, a notepad, calculator, world clock, address book and a calendar. It only sold in the United States, for $899.
While an increased risk of brain tumours from the use of mobile phones is not established, the increasing use of mobile phones and the lack of data for mobile phone use over time periods longer than 15 years warrant further research of mobile phone use and brain cancer risk. In particular, with the recent popularity of mobile phone use among younger people, potentially longer lifetime of exposure, WHO has promoted further research on this group and is currently assessing the health impact of RF fields on all studied endpoints. A cohort study in Denmark linked billing information from more than 358,000 cell phone subscribers with brain tumour incidence data from the Danish Cancer Registry. The analyses found no association between cell phone use and the incidence of glioma, meningioma, or acoustic neuroma, even among people who had been cell phone subscribers for 13 or more years. (4)
Many respected scientists join them. “We found no evidence of an increased risk of brain tumors or any other form of cancer” from cell-phone radiation, says John Boice Jr., Sc.D., president of the National Council on Radiation Protection & Measurements and a professor of medicine at the Vanderbilt University School of Medicine in Nashville, Tenn. “The worry should instead be in talking or texting with your cell phone while driving.”
Rats were exposed to radiation with a frequency of 900 megahertz, typical of the cellphones in use when the study was conceived in the 90s, for about nine hours per day for two years, The New York Times reports. The lowest levels of radiation used in the study were equivalent to the maximum exposure a phone can cause and still receive federal regulatory approval; the highest levels to which the animals were exposed were four times that. 
But, dear reader, don’t think we’ve reached a “case closed” moment: Unfortunately, even the best evidence on cellphones and brain tumors is far from ideal. Remember, these cohort studies are still observational research — not experimental studies like RCTs. That means they can’t tell us about causation, and there are still many ways they could be biased.
Morbidity and mortality among study participants who have brain cancer. Gliomas are particularly difficult to study, for example, because of their high death rate and the short survival of people who develop these tumors. Patients who survive initial treatment are often impaired, which may affect their responses to questions. Furthermore, for people who have died, next-of-kin are often less familiar with the cell phone use patterns of their deceased family member and may not accurately describe their patterns of use to an interviewer.
Because of inconsistent findings from epidemiologic studies in humans and the lack of clear data from previous experimental studies in animals, in 1999 the Food and Drug Administration nominated radiofrequency radiation exposure associated with cell phone exposures for study in animal models by the U.S. National Toxicology Program (NTP), an interagency program that coordinates toxicology research and testing across the U.S. Department of Health and Human Services and is headquartered at the National Institute of Environmental Health Sciences, part of NIH.