Advertising Standards Authority of South Africa (ASA) had earlier this week given a ruling that the advertising campaign of a product undertaken by the Patrick Holford Supplement Range was a bit misleading. The ASA also issued a notice that the company should rename the product which was questioned.

The company has issued a statement that it would comply with the decision and would soon change the name of the product. More to Life Health (MTLH), would now be renamed as Smart Kids Brain Boost and also remove the wording “intelligent fats” from the packaging

The CEO of MTLH, Peter Brierley while making this announcement also said, “We acknowledge the ASA’s decision regarding advertising of this product and have already set in place measures to comply with the ruling. It was never our intention to mislead our customers, but rather a means of communicating the importance of correct nutrition for growing brains”.

The campaign of the product was marked with controversy from the beginning and after a complaint that was submitted to the ASA, it was acknowledged stating that the name created an expectation that the product would boost mental performance and abilities in children, which in fact it did not.