Kellogg drops false advertising claims
4 May 2009 | By Popsop Team
Kellogg has reached a settlement with the Federal Trade Commission of the US over charges that some of its advertising claims for Frosted Mini-Wheats were false.
The FTC said that Kellogg promoted the cereal as “clinically shown to improve kids’ attentiveness by nearly 20%,” when in fact the study referred to in the ads showed different results. The study found that only about half the children who ate Frosted Mini-Wheats for breakfast showed any improvement in attentiveness, and only about one in nine improved by 20% or more, the FTC said.
Kellogg released a statement saying, the company “has a long history of responsible advertising. We stand behind the validity of our clinical study, yet have adjusted our communication to incorporate FTC’s guidance.”
The Center for Science in the Public Interest applauded the settlement. “The astonishing claims made by Kellogg that its Frosted Mini-Wheats improved children’s attentiveness by 20% were laughable on their face and never should have surfaced in an advertising campaign by a major food manufacturer,” CSPI said.
Popsop.com
Tags: cereals, food, Kellogg’s
