Nutri Brain IQ milk advertising exaggerated, Ministry of Health requests inspection

The Food Safety Department said that this unit has sent an official dispatch to the Hanoi Food Safety and Hygiene Department regarding the inspection and handling of violations in advertising activities of the Nutri Brain IQ food supplement.

Illustration photo.

According to the Food Safety Department, the media previously reported that the advertisement for the Nutri Brain IQ food supplement had signs of "exaggerating" its effects as a "miracle cure for autism". This violates regulations on food advertising.

The Food Safety Department requests the Hanoi Food Safety and Hygiene Sub-Department to conduct inspections and strictly handle organizations and individuals producing, trading, and advertising products in violation (if any) and report the results to the Food Safety Department.

Previously, the media reported that Nutri Brain IQ "exaggerated" its effects as a "miracle cure for autism", which has taken away the "golden opportunity" to cure the disease of many autistic children.

The owner of the Nutri Brain IQ milk brand also advertises that the product is made in Japan and has the effect of "treating autism spectrum disorder" through an exclusive interview with "Japan's top famous brain professor".

In this company's product self-declaration, Nutri Brain IQ milk is actually just a Nutri Brain IQ supplement, not an "autism treatment" milk as advertised by the staff.

Nutri Brain IQ milk line is produced and manufactured by Aura Care Nutrition Joint Stock Company at Dong Vang village, Phu Man commune, Quoc Oai district, Hanoi city.

The product is distributed by Hoang Gia International Trade and Investment Complex Limited Company, located at No. 27, Street 3.9/1, Gamuda Gardens Urban Area, Tran Phu Ward, Hoang Mai District, Hanoi City.

In addition, the Food Safety Department also issued a document requesting an inspection of Hikid milk products for violating regulations on food advertising.

Accordingly, the Food Safety Department received feedback from the press about the Hikid milk product being advertised in a clip, comparing "100g of Hikid equals 20 liters of fresh milk".

This agency requested the Hanoi Food Safety and Hygiene Department to inspect and handle organizations and individuals who advertise products in violation of the regulations mentioned in the article.

After the Ministry of Public Security successfully dismantled a large-scale fake milk powder production, trading and consumption ring in Hanoi and several other localities, the Vietnam Dairy Association sent a dispatch to relevant ministries and branches, requesting them to strengthen the prevention and control of fake milk products. This dispatch was sent to the Ministry of Public Security, the Ministry of Health, the Ministry of Industry and Trade and the Ministry of Agriculture and Rural Development.

Associate Professor, Dr. Tran Quang Trung, Chairman of the Vietnam Dairy Association, said that on April 14, the Association sent a dispatch calling on relevant ministries and branches to be more proactive in handling the production and consumption of fake milk, counterfeit goods and poor quality goods.

According to Mr. Trung, this situation is not only increasing but also becoming more and more complicated, especially for dairy products for children, pregnant women, the elderly and people with underlying diseases.

"Currently, fake milk products are mainly consumed through online distribution channels such as e-commerce platforms, social networks and livestreams. This causes great difficulty for authorities to control and handle," Mr. Trung shared.

The Vietnam Dairy Association is particularly concerned about the serious impact of fake milk on consumers' health. Associate Professor Tran Quang Trung emphasized that fake milk that does not meet quality standards can cause acute or chronic poisoning, seriously affecting the physical and intellectual development of children, as well as the health of the elderly and people with underlying diseases.

The production and consumption of fake milk not only reduces consumer confidence but also directly affects the reputation and sustainable development of the Vietnamese dairy industry.

The Chairman of the Vietnam Dairy Association affirmed that protecting the health of consumers and the interests of genuine milk producers is the top priority. Therefore, the Association calls on the authorities to strengthen inspection, examination and thorough investigation of fake milk production lines nationwide.

On April 15, the Ministry of Health requested localities to conduct a comprehensive review of companies involved in fake milk products, request information on quantity and product names, and check the issuance of certificates of food safety eligibility.

The aim of this move is to clarify management responsibilities and find loopholes in supervision, preventing counterfeit goods from continuing to enter the market.

Regarding food safety management, the Ministry of Health said that coordination between ministries and branches is very important, especially in detecting and handling serious violations such as the production and trading of fake food.

In the case recently busted by the Ministry of Public Security, two large enterprises, Hacofood Group Nutrition Pharmaceutical Joint Stock Company and Rance Pharma International Pharmaceutical Joint Stock Company, were discovered to have produced nearly 600 types of fake milk, illegally profiting up to about 500 billion VND.

These products are widely distributed from diaper stores, supermarkets to medical facilities, and are even heavily advertised on media platforms, gaining consumer trust.

However, test results show that these types of milk only achieve less than 70% of the nutritional quality compared to advertisements, posing serious risks to the health of users, especially children, pregnant women and people with underlying diseases.

Experts say that using fake milk not only reduces the effectiveness of health recovery but can also lead to serious complications. Children, especially under 6 years old, are vulnerable because their immune and digestive systems are not fully developed.

Consuming fake milk can cause problems such as diarrhea, allergies, infections, and even affect a child's neurological development.

Medical experts also warn that these products may contain toxic chemicals or heavy metals, which can affect vital organs such as the liver, kidneys and nervous system, directly affecting the development of young children and the health of users.

To protect the health of themselves and their families, experts recommend that consumers choose products with reputable brands, sold at reliable establishments such as pharmacies, large supermarkets, and licensed stores. In addition, it is very important to carefully check product packaging, including anti-counterfeit stamps, QR codes, and clear product information, to avoid buying fake milk.

The production and consumption of nearly 600 types of fake milk shows the recklessness and sophistication of the violators. This poses a problem for management agencies in strengthening post-inspection and market supervision, while raising public awareness of the risks of fake milk.

Strengthening control and strictly handling violations not only helps protect public health but also protects consumer confidence in the domestic milk market, creating a solid foundation for the sustainable development of the Vietnamese dairy industry.

Source: https://baodautu.vn/sua-nutri-brain-iq-quang-cao-thoi-phong-bo-y-te-yeu-cau-kiem-tra-d268930.html