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.
- Response no 99: ASASA ASA Directorate Ruling on 2012-05-10
- Response no 73: Harris Steinman Scientific Debunking on 2011-09-02
- Response no 72: Equal Education Complaint to ASASA on 2011-08-18
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.