Kellogg’s Rice Krispies False Advertising Health Claim

Posted by on Jun 05, 2010 | Leave a Comment

FTC claims false advertising of Rice Krispies of the Kellogg Company. The Kellogg Company has agreed to these new advertising restrictions which will rule out them from making such dubious claims.

The Federal Trade Commission investigated the health claims that Rice Krispies cereal of Kellogg, boosted immunity of kids. On 3rd June, Thursday, the Federal Trade Commission (FTC) said that The Kellogg Company has agreed to advertising restrictions to tenacity an investigation into its claims about the health benefits of its Rice Krispies cereal.

Last year also, the Kellogg Company was taken in action by the FTC due to false claiming of Frosted Mini-Wheats cereal that it “clinically shown to improve kids’ attentiveness by nearly 20 percent.” After that according to a news release, Kellogg was prohibited from “making claims about the benefits to cognitive health, process, or function provided by any cereal or any morning food or snack food unless the claims were true and substantiated.

But, then Kellogg has launched a Rice Krispies with advertising crusade that claimed the cereal “now helps support your child’s immunity,” with “25 percent Daily Value of Antioxidants and Nutrients – Vitamins A, B, C, and E”. From making claims about any health benefit of any food unless the claims are “backed by scientific evidence and not misleading,” Kellogg is now prohibited due to an expanded FTC settlement.

According to a study by Yale University’s Rudd Center for Food Policy and Obesity, the least healthful cereals were the ones most that heavily marketed to children. Children were exposed to more advertising for highly sweetened cereals than for any other kind of packaged food according to a new study.

FTC Chairman Jon Leibowitz said in an FTC press release, “We expect more from a great American company than making dubious claims – not once, but twice – that its cereals improve children’s health. 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.”

A Kellogg spokesperson, Kris Charles said in a statement sent to Consumer Ally, “Kellogg Company has a long history of responsible advertising. We stand behind the validity of our product claims and research, so we agreed to an order that covers those claims. We believe that the revisions to the existing consent agreement satisfied any remaining concerns.”

One statement is issued by FTC which is voted across the world to settle the case: “As a trusted, long-established company with a presence in millions of American homes, Kellogg must not shirk its responsibility to do the right thing when it advertises the food we feed our children.”

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