FTC: Kellogg’s must stop false cereal claims

“Kellogg Company, the world’s leading producer of cereal, has agreed to settle Federal Trade Commission charges that advertising claims touting a breakfast of Frosted Mini-Wheats as “clinically shown to improve kids’ attentiveness by nearly 20%” were false and violated federal law. The proposed settlement bars deceptive or misleading cognitive health claims for Kellogg’s breakfast foods and snack foods and bars the company from misrepresenting any tests or studies.

According to the FTC’s complaint, Kellogg claimed in a national advertising campaign – including television, print, and Internet advertising, as well as product packaging – that a breakfast of Frosted Mini-Wheats cereal is clinically shown to improve children’s attentiveness by nearly 20 percent. The complaint alleges that, in fact, according to the clinical study referred to in Kellogg’s advertising, 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 percent or more. ”

FTC news release

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