File:Artistic illustration of actual packaging that make or imply claims about intelligence and intelligence quotient. Any resemblance to actual product packaging is coincidental.jpg

English: "However, one of the most pervasive suggestions is that CMF will encourage superior intelligence (figure 4A–C) compared with other products through advertisements that use terms such as brain, neuro, and intelligence quotient written in large font, and images that suggest achievement and early development. For instance, in one real-life advertisement a formula product is called Neuro Pro and claims to be ”brain building” with additional text reading “for a life full of wonder”.

With another product, “Nurture Intelligence” is the dominant text on the packaging. Images show infants with glasses or holding a pencil to signal a precocious ability to read or write. In another, a baby boy is depicted using an abacus while an image behind shows an adult male solving mathematical equations, implying future intelligence as a result of CMF."

"Yet intervention studies and systematic reviews show no benefit of the ingredients added to these products on academic performance or long-term cognition. In these marketing efforts, the purpose of scientific claims and terminology is to add authority and create the impression—a false impression—that there is a strong body of scientific evidence in support of the claims, with little effort to establish the strength of evidence itself. Scientists are obligated to be cautious in their conclusions, whereas marketing exploits poor science for its objectives to create a persuasive story to sell more product."