Nutri Brain IQ Milk: Health Ministry Inspects Autism Claims
- HANOI – The Department of Food Safety has directed Hanoi's Department of Food Safety and Hygiene to investigate potential violations in the advertising of Nutri Brain IQ, a...
- According to the Department of Food Safety, the inquiry aims to determine if Nutri Brain IQ's advertising falsely portrays the supplement as a treatment for autism.
- Advertisements also feature an exclusive interview with a purported "japan's most famous brain professor," claiming the product is manufactured in Japan and can "treat autism spectrum disorders." However,...
Table of Contents
- Hanoi Authorities Investigate Misleading Ads for Children’s Nutritional Supplements
- Hanoi Authorities Investigate Misleading Ads for Children’s Nutritional Supplements and Milk Products
- What’s happening with Nutri Brain IQ and Hikid milk in Hanoi?
- Why is Nutri Brain IQ under scrutiny?
- What specific claims are being investigated in Nutri Brain IQ’s advertising?
- Where is Nutri Brain IQ manufactured and distributed?
- What about the investigation into Hikid milk?
- What prompted the Hikid milk investigation?
- What action is the Department of Food Safety taking?
- What is the Ministry of Health doing to enhance food safety oversight?
- What types of violations are the authorities focusing on?
- Why is this important for consumers?
HANOI – The Department of Food Safety has directed Hanoi’s Department of Food Safety and Hygiene to investigate potential violations in the advertising of Nutri Brain IQ, a nutritional supplement marketed for children. The directive follows media reports alleging the advertisements exaggerate the product’s benefits, claiming it is indeed a “miracle cure against autism,” a claim that violates food advertising regulations.
Nutri Brain IQ Under Scrutiny
According to the Department of Food Safety, the inquiry aims to determine if Nutri Brain IQ’s advertising falsely portrays the supplement as a treatment for autism. Reports indicate the company has promoted the product as offering a “golden chance” for autistic children to be cured.
Advertisements also feature an exclusive interview with a purported “japan’s most famous brain professor,” claiming the product is manufactured in Japan and can “treat autism spectrum disorders.” However, the company’s self-declaration for Nutri brain IQ classifies it as a nutritional supplement, not a medicine for treating autism.
Nutri Brain IQ is produced by Aura Care Nutrition Joint Stock Company, located in Dong vang village, phu Man municipality, Quoc Oai district. Hoang Gia International Trade and Investment Complex Limited Company, based in Hanoi, distributes the product.
Hikid Milk Advertising Also Faces Review
In a separate action, the Department of Food Safety has also ordered an investigation into the advertising of Hikid milk products. The inquiry was prompted by media feedback regarding a clip that compared “100g of Hikid corresponding to 20 liters of fresh milk.”
The Department of Food Safety has instructed the Office for Food Safety and Hygiene in Hanoi to identify and penalize any organizations or individuals found to be in violation of advertising regulations for both nutri Brain IQ and Hikid milk.
Department of Food Safety Enhances post-Inspection Oversight
Coinciding with the Department of Food Safety’s 2025 campaign (April 15th – May 15th), the Ministry of Health has issued a directive urging provinces and cities to strengthen post-inspection procedures.
The ministry is calling for increased monitoring of food products subject to self-declaration and registration, notably focusing on high-risk categories, recently identified violations, and products posing risks to vulnerable populations such as the elderly and children.
Authorities are also tasked with intensifying controls on food production and trade companies, scrutinizing declaration and advertising documents, and collaborating with local authorities to enforce strict penalties for violations, in accordance with legal provisions.
Are you concerned about the advertising practices of children’s nutritional supplements and milk products? Recent developments in Hanoi, Vietnam, shed light on investigations into potentially misleading advertising claims. Let’s explore the details.
What’s happening with Nutri Brain IQ and Hikid milk in Hanoi?
The Department of Food Safety in Hanoi has initiated investigations into the advertising practices of nutri Brain IQ,a nutritional supplement,and Hikid milk products. The investigations aim to determine if the advertising claims made by these products are misleading or violate food advertising regulations.
Why is Nutri Brain IQ under scrutiny?
The primary concern with Nutri Brain IQ stems from allegations that its advertising exaggerates the product’s benefits, specifically concerning its claims related to autism. The Department of Food Safety is investigating if the advertising falsely portrays the supplement as a treatment for autism,which would be a violation of regulations.
What specific claims are being investigated in Nutri Brain IQ’s advertising?
According to reports, advertisements for Nutri Brain IQ have made several claims that are under scrutiny:
“Miracle cure against autism”: This claim suggests the product can cure autism, a claim that raises serious concerns.
“Golden chance” for autistic children to be cured: This is a similar problematic claim with promises of autism treatment.
Interview with a purported “japan’s most famous brain professor”: This is a dubious marketing tactic as it could give a false sense of authority.
The product can “treat autism spectrum disorders”: This claim contradicts the product’s classification as a nutritional supplement, not a medicine.
Where is Nutri Brain IQ manufactured and distributed?
Nutri Brain IQ is produced by Aura care Nutrition Joint Stock Company, located in Dong vang village, phu Man municipality, Quoc Oai district. Hoang Gia International Trade and Investment complex Limited Company, based in Hanoi, distributes the product.
What about the investigation into Hikid milk?
In a separate action, the Department of Food Safety is also investigating the advertising of Hikid milk products.
What prompted the Hikid milk investigation?
The investigation into Hikid milk was triggered by media feedback. The Department of food Safety is looking into a clip comparing, “100g of Hikid corresponding to 20 liters of fresh milk.” This sort of comparison could be misleading to consumers.
What action is the Department of Food Safety taking?
The Department of Food Safety has instructed the Office for food Safety and Hygiene in Hanoi to:
Identify any organizations or individuals violating advertising regulations for nutri Brain IQ and Hikid milk.
Impose penalties on those found in violation of regulations.
What is the Ministry of Health doing to enhance food safety oversight?
Coinciding with the Department of Food Safety’s 2025 campaign (April 15th – May 15th), the Ministry of Health is taking several steps to enhance food safety oversight:
Strengthening post-inspection procedures: Provinces and cities are urged to improve their post-inspection processes.
Increased monitoring: focusing on food products subject to self-declaration and registration.
Targeting high-risk categories: Pay close attention to products in higher-risk categories for food safety.
Addressing recently identified violations: Focusing on the types of violations found during inspections.
Protecting vulnerable populations: Focusing on products posing risks to the elderly and children.
Intensifying controls on food production and trade companies:
Scrutinizing declaration and advertising documents:
Collaborating with local authorities:
the authorities are focusing on several areas of non-compliance:
Misleading advertising claims.
False product descriptions (e.g., claiming a supplement can treat a medical condition).
Lack of compliance with declaration and registration requirements.
Advertisements that violate food advertising regulations.
Why is this important for consumers?
This investigation and the Ministry of Health’s campaign highlight the importance of consumer protection. It ensures:
consumers are not misled by exaggerated claims about products.
Food products are safe and compliant with regulations.
* Companies adhere to transparency and honesty in their advertising.
Here’s a quick summary of the key points:
| Product | Investigation Focus | Key Issues |
| ——————- | ———————————————————————————————————————————— | ———————————————————————————————– |
| Nutri Brain IQ | advertising claims, specifically regarding autism treatment. | “miracle cure,” “golden chance,” false claims of cure and professor interviews. |
| Hikid Milk | Advertising claims, specifically comparisons that may be misleading. | Claims that 100g of Hikid is equivalent to 20 liters of fresh milk. |
| Department of Food Safety | Increased monitoring; strengthening of inspections and imposition of penalties. | Focus on high-risk products and those that impact the vulnerable, like the elderly and children. |