
NAD bans Ingenuity's 'brain health' claims on kids' snacks
The National Advertising Division (NAD) found that some of Ingenuity Brands' brain health claims on kids' snacks were not supported by strong enough evidence. NAD allowed some statements like "supports immunity" but rejected claims such as "promotes brain health," saying the products did not have enough DHA to back up those claims. Regulators outside the U.S. have set clear DHA levels needed for brain health claims, but many U.S. snacks have lower amounts. This situation suggests companies may need more scientific proof before making similar health claims in the future. The Ingenuity case may also point to more focus on claims about cognitive or mood benefits in foods and drinks going forward.













