We study mean convergence of multiple ergodic averages, where the iterates arise from smooth functions of polynomial growth that belong to a Hardy field. Our results include all logarithmico-exponential functions of polynomial growth, such as the functions t 3/2 , t log t and e √ log t . We show that if all non-trivial linear combinations of the functions a1, ..., a k stay logarithmically away from rational polynomials, then the L 2 -limit of the ergodic averagesx) exists and is equal to the product of the integrals of the functions f1, ..., f k in ergodic systems, which establishes a conjecture of Frantzikinakis. Under some more general conditions on the functions a1, ..., a k , we also find characteristic factors for convergence of the above averages and deduce a convergence result for weak-mixing systems.