Patient and loyal readers – immense apologies for the absence of this week’s blog post. I have just emerged from this semester’s marking hell, so normal service will resume this weekend. (For colleagues currently contemplating the point of their existence and wondering why they didn’t become professional tennis players, I give you this, and this. They helped immeasurably.)
This is, then, just a short post to point you in the direction of a recent ruling by South Africa’s Advertising Standards Authority. Last year, the respected NGO Equal Education laid an official complaint with the ASA about radio advertisements for a nutritional supplement called Smart Kids Brain Boost developed by quack nutritionist Patrick Holford. In the ads, Holford claimed that the product would improve ‘mental vitality’ (whatever that is) and better children’s performance at school.
As a submission from Harris Steinman demonstrates – in exhaustive detail – Holford’s claims are based on a clutch of peer-reviewed articles (good) whose research is outdated (not good) and which occasionally contradict him (really bad). This is not the first time that the ASA has ruled against Holford – an earlier complaint lodged by Steinman (who’s a real doctor) against the Mood Food nutritional supplement was upheld. Steinman proved that it was unlikely that Holford’s pills would make people feel happier or more motivated.
This most recent decision by the ASA pleases me enormously. Not only does it strike a blow against the nutrition industry which peddles the misinformation that all people need to take supplements in order to be healthy and happy, but it prevents a very wealthy man from benefitting from parents’ credulity. South Africa’s education system is dysfunctional, and it is likely that pupils’ poor performance is linked partly to bad diets. But these diets will not be improved by taking magic tablets. Only by alleviating poverty, and ensuring that parents are able to afford to buy the fruit, vegetables, protein, and carbohydrates that constitute healthy diets, will children’s performance at school improve.
This post owes a great deal to the excellent work done by the magnificently-named Quackdown! Do check it out.