Friday, June 11, 2010
The Federal Trade Commission is not letting up on the Kellogg Company, the world’s largest cereal producer. Executives have agreed to stop marketing Rice Krispies as a food that boosts the immune systems of children after FTC regulators filed a complaint over the misleading advertising.
“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 in a prepared statement. “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.”
The action over Rice Krispies follows an earlier crackdown from the FTC involving Kellogg’s claims that Frosted Mini-Wheats was clinically proven to improve kids’ attentiveness. The company also has been sued by a consumer who contends Kellogg’s “natural” fiber bars contain non-natural ingredients.
-Noel Brinkerhoff
FTC Investigation of Ad Claims that Rice Krispies Benefits Children's Immunity Leads to Stronger Order Against Kellogg (Federal Trade Commission)
In the Matter of Kellogg Company, a Corporation (Federal Trade Commission)
General Mills and Kellogg Accused of Advertising Fake Fiber (by Noel Brinkerhoff, AllGov)
FTC Charges Kellogg with False Advertising (by Noel Brinkerhoff, AllGov)
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