To the Editor: We write to express our concern at the publication of the recent supplement "Essential role of fats throughout the lifecycle", adorned by the sponsor's logo.1 It was an interesting counterpoint to an accompanying article in the main journal regarding the need for industry–academia collaborations to "strike a balance".2 While the issue of relationships between industry and doctors is complex, and few of us are truly independent, the publication of such a branded document is disquieting. Directed sponsorship, beyond mere advertising, undermines the credibility of such supplements and the Journal itself, regardless of the authors' expertise, objectivity and the importance of the topic. Unfortunately, we are left with the taste that this is a spread designed to butter us up.