Snap, Crackle ... Stop: Government Restricts Kellogg's Rice Krispies Ad Claims

Filed under: In The News, Alerts & Recalls

Does the label back up the ad claims? Credit: Getty Images


The Kellogg company has agreed to advertising restrictions after the Federal Trade Commission investigated claims that Rice Krispies cereal boosted kids' immunity.


The FTC also took action against Kellogg last year when the company falsely claimed its Frosted Mini-Wheats cereal was "clinically shown to improve kids' attentiveness by nearly 20 percent." Kellogg was then 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," according to a news release.

However, Kellogg then launched a Rice Krispies advertising campaign 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."

Now, an expanded FTC settlement bars Kellogg from "making claims about any health benefit of any food unless the claims are backed by scientific evidence and not misleading."

"We expect more from a great American company than making dubious claims – not once, but twice – that its cereals improve children's health," FTC Chairman Jon Leibowitz says in an FTC press release. "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 e-mailed ParentDish this response to the FTC release: "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."

Related: School Lunches Make Kids Fat, But Adding a School Breakfast Counters Effect

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