As we all know, the media tend to embellish new discoveries. The headline ‘Clever capsules that boost young brains’ is much more attention grabbing than ‘Fish oils may or may not have an effect on cognitive function - it’s too early to tell’. Scientific studies are not all they might appear to be. www.dailymail.co.uk/pages/live/articles/health/dietfitness.html?in_article_id=388428&in_page_id=1798&in_a_source=
To the consumer it’s very confusing and misleading. In a recent advertising campaign, an eminent physician helped promote St Ivel’s ‘clever’ Advance milk. He is a much loved and respected television personality. Viewers believe what he says. Whilst this forum does not in any way imply this physician is lying, the wording of these commercials very often skates on thin ice, and the science behind these claims may be used inappropriately. Indeed enough so that the Advertising Standards Authority (ASA) have criticised the advertisement. As a result Dairy Crest, one of Britain’s largest milk processors, has agreed to stop making these claims. www.foodnavigator.com/news/ng.asp?id=68579-dairy-crest-omega-milk
So, where do we stand - where’s the science behind the St Ivel ‘clever’ claim?
The Oxford-Durham Study looked at Omega-3 supplementation on children who experienced learning difficulties. They found that supplementation appeared to help - it’s as simple as that. However, even the makers of the supplements were not happy with the St Ivel claim. The formulation and amount of Omega-3 in Advance milk is different to the study. The makers Equazen told the ASA that for children to get the same amount of Omega-3 from Advance milk they would have to drink at least 5 litres a day. “The campaigns were completely misleading and offered false expectations and hopes to consumers, and particularly parents, that one or two glasses of so-called clever milk would make their child cleverer,” said Kelliher from Equazen.
This is very sad because to the general public, it may negate the positive research on Omega-3 and other beneficial effects such as in heart disease. To many it is simply another case of conflicting information, not knowing who or what to believe.
The bottom line is that research in the effects of Omega-3 and intellect is still in its infancy, but that should not stop people from including 2-4 portions of oily fish in their diets each week. There may be no ‘proof’ that it enhances brain power, but it is still good for us in other ways. www.guardian.co.uk/life/badscience/story/0,,1868532,00.html