A database that tracks dubious medical claims.

Claim number: 54

Claimant: Patrick Holford

Claim date: Aug. 10, 2011

Brand name: Smart Kids Brain Boost

Forum in which the claim was made: Radio commercial

Claim methodology: Micronutrients

Frequency with which the claim is made by this claimant: Frequent

Actual claim: Improves Mental performance

Plausibility of this claim: Untested and implausible


Holford does a voice-over advertising this supplement aimed at children.


Documents relevant to this claim


On 10 August 2011 at approximately 15h45 on Highveld Stereo, an advertisement placed by Patrick Holford claimed that Smart Kids Brain Boost would assist children to be at the top of their class. The advert also ran on KFM shortly before 8:30am on 11 August.

According to Mr Holford's website, Smart Kids Brain Boost is a micronutrient supplement containing phospholipids, amino acids and vitamin B. See http://holforddirect.co.za/products-and-research/#children.

There is no evidence that this product benefits children in any way.