Direct Line Blog

FTC slaps Kellogg's again for health marketing claims

Share this article:

For the second time in a year, the Federal Trade Commission has criticized the marketing claims of Kellogg's cereals. Last year, Kellogg & Co. agreed to remove what the federal government called false claims on its Frosted Mini-Wheats. The cereal claimed it was “clinically shown to improve kids' attentiveness by nearly 20%.”

Now the FTC is after an ad campaign for Rice Krispies, which Kellogg's opened after the FTC had already censored its Mini-Wheats' packaging. The claim specifically says that the rice cereal "now helps support your child's immunity,” with “25 percent Daily Value of Antioxidants and Nutrients – Vitamins A, B, C, and E.”

The FTC announced late on June 3 that Kellogg had agreed to expand its earlier agreement with the FTC over the Mini-Wheats. The new agreement bars the company from "making claims about any health benefit of any food unless the claims are backed by scientific evidence and not misleading," the FTC said.

What was most concerning to FTC commissioner Julie Brill and chairman Jon Leibowitz, though, was the fact that Kellogg's seemed to flaunt the earlier agreement.

"In light of the timing of the launch of the Rice Krispies campaign, it is reasonable to conclude that planning for the new "immunity" claims was well underway while Kellogg was negotiating and finalizing its agreement with the FTC to not make unsubstantiated "cognitive ability" claims about Frosted Mini-Wheats," the duo said in a statement.

Marketers, don't be fooled that these rules will only apply to Kellogg's or just cereal. You're on notice. The FTC is no longer allowing health claims to go unmonitored. 

Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

My Plan to Replace the Postal Service's Truck Fleet

My Plan to Replace the Postal Service's Truck ...

The Postal Service uses its aging fleet as an object of pity. Why not deploy it as a revenue-generating media vehicle instead?

Social Is a Key Part of 24 Hour Fitness' Lead Gen. Regimen

Social Is a Key Part of 24 Hour ...

Peer-to-peer referrals produce healthy conversion rates.

Not Every Small Business Prioritizes Marketing

Not Every Small Business Prioritizes Marketing

Whether or not it's to their detriment, some companies simply aren't interested in marketing, and probably never will be.