An Advert For A Supplement Has Been Taken Down For Claiming To Enhance Examination Marks By 30%. The Advertising Regulatory Board asked SA Natural products to take down an advert for its Bio-Strath range.
The Advertising Regulatory Board asked SA Natural products to take down an advert for its Bio-Strath range. The advertisement, according to the board states, that it will enhance the exam marks of students by 30%. The advert was broadcasted in the form of a mother’s testimony in both English and Afrikaans.
“30%! Bio-Strath improved my son’s marks by 30%. School was always a fight. Tutors, teachers, diet, we tried everything! My friend recommended Bio-Strath. I didn’t know the brain is the hungriest organ of the body?! Bio-Strath feeds the brain and body and is clinically proven. My boy has changed; he’s confident, and school’s a happy place,” says the advert. The television advertisement has almost the almost similar advert. There were 2 claims by 2 complainants that the claims were misleading and not proven. One of the complainants says, “At best, this product might contribute to improved brain functioning, which might assist while studying. The product was being marketed as a ‘quick fix’ for poor academic performance, which is blatantly opportunistic, and warrants a reprimand.”
The organisation has stated that it based an actual testimony of a mother who was happy with the product’s impact on her son. It also went on to say that numerous trials have shown that the product has a positive effect on certain mental health issues. The Advertising Regulatory Board has stated that advert is stressing on the 30% of the numbers. Thus buyers would expect to see the enhancement, significant to the point where it is attributed to the product. They also noted that the testimonial is 13 years old. They note that even though the formula of the medicine might have not been adjusted, the opposite can be said for the education curriculumat South African schools.
by Alexandra Ramaite
