Published June 03, 2010
Kellogg Co. agreed to comply with expanded advertising restrictions in its advertising campaign for Rice Krispies cereal Thursday after U.S. regulators found the company falsely advertised the cereal improved children’s health, The Federal Trade Commission (FTC) announced.
"We expect more from a great American company than making dubious claims - not once, but twice - that its cereals improve children's health," said FTC Chairman Jon Leibowitz. "Next time, Kellogg needs to stop and think twice about the claims it's making before rolling out a new ad campaign, so parents can make the best choices for their children."
This is the second time in the last year the FTC has taken action against the company.
Kellogg agreed to stricter advertising rules in 2009 when the FTC alleged the company misled consumers with false claims that Frosted Mini-Wheats cereal was "clinically shown to improve kids' attentiveness by nearly 20 percent."
Thursday’s ruling expands restrictions to Kellogg’s advertising of its Rice Krispies cereal. Currently Rice Krispies packaging boasts the health benefits of the cereal saying the cereal "now helps support your child's immunity," with "25 percent Daily Value of Antioxidants and Nutrients - Vitamins A, B, C, and E."
On the back of Rice Krispies cereal boxes, it states "Kellogg's Rice Krispies has been improved to include antioxidants and nutrients that your family needs to help them stay healthy."
The expanded FTC rules prohibits Kellogg from making claims about any health benefit of any food unless the claims are backed by scientific evidence and not misleading.