Saturday, June 5, 2010

Kellogg agrees to Restrict Advertising

An investigation by the FTC into some of Kellogg's advertising claims about the health benefits of its Rice Krispies cereal has led to a settlement between the two parties. Kellogg's has agreed to advertising restrictions regarding the following statement on the cereal box which says:

now helps support your child’s immunity; has been improved to include antioxidants and nutrients that your family needs to help them stay healthy

The FTC s taking action against Kellogg at a time when public health researchers are intensifying their challenges to the marketing of sugary foods. They noted that:

We expect more from a great American company than making dubious claims — not once, but twice — that its cereals improve children’s health.

The new order bars Kellogg's from making any claims about any health benefit of any food unless the claims are backed by scientific evidence and not misleading.

Kellogg responded by noting that the company had a long history of responsible advertising.

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