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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."
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ReaderComments (Page 1 of 2)
6-03-2010 @ 9:13PM
RickS said...Why is anyone surprised that any company would make false claims or deceive their customers? American companies have demonstrated time and time again that they lack any moral compass or standards and they will exploit the consumer at every opportunity in order to profit. I believe in capitalism but I also believe American capitalism in no way advocates deceit and amoral behavior. That is a situation that has developed in the last few decades as consumerism and the pressure to out perform expectations have sacrificed honesty and ethics in American corporate business. Unless it changes our country is doomed as this amoral conduct is filtering down to all levels of society and our children through all the media (which is just as amoral and unethical). As a consumer and an American I refuse to be a customer of any company that is amoral and exploitive, which does limit my choices but allows me at least to feel like I can fight back in some small way. If everyone would boycott any business found to be behaving with arrogence and amorality this behavior would soon stop as the profitibility would disappear and that is the only message these scumbag corporate cretins seem to understand.
Reply
6-03-2010 @ 9:44PM
Adam V said...The problem with companies being amoral is society is amoral and anything goes. The same people in the company are the same ones in society that don't care. Ha it's like people stealing a bag of potato chips from walmart.
6-03-2010 @ 10:08PM
stephen said...Rick, as far as "That is a situation that has developed in the last few decades" goes, this kind of behavior is at the very root of capitalism. It started long before the snakeoil salesmen started across the plains.
6-03-2010 @ 10:48PM
b said...That was... perfect. And so dead on, and so damn accurate. Thank you.
6-04-2010 @ 4:47AM
liutenantsalt said...>>Rick, as far as "That is a situation that has developed in the last few decades" goes, this kind of behavior is at the very root of capitalism. It started long before the snakeoil salesmen started across the plains.
6-03-2010 @ 9:27PM
Charlie B said...Kelloggs get in hot water for fibbing But our president lies every hour while he is in office
Reply
6-03-2010 @ 9:32PM
b said...Kellogg's: .."We stand behind the validity of our product claims and research, so we agreed to an order that covers those claims"...
"Agreed to" my arse!...
In other words, "We At Kellogg's Got Cold Busted, And Got Slammed With A Federal Court Order!".
Reply
6-03-2010 @ 10:03PM
diane said...well said b!
6-03-2010 @ 9:46PM
tracer said...I have eaten wheaties the breakfast of champions but so far i have not become a champion. LOL
Reply
6-03-2010 @ 10:07PM
MR weaver king said...are people so dumb that they believe
everything they read ?
Reply
6-03-2010 @ 10:32PM
maryllau said...I really don't think that eating Rice Krispies is putting kids at risk!
Reply
6-04-2010 @ 6:44PM
BadAgency said...WHY DO SO MANY PARROT THE GOVERNMENT LINE? THE FDA/FTC DO THE WILL OF THE DRUG/BIOTECH INDUSTRY WHO WANT US TO GET SICK FROM UNDER NUTRITION SO WE WILL BUY THEIR DRUGS! WHEN THEY SAY SOMETHING IS A WRONG CLAIM I LOOK AT IT AS SOMETHING LIKELY GOOD.
THESE GOVT THUGS SEND SWAT TEAMS TO CHERRY & WALNUT GROWERS IF THEY TRY TO TELL US THE LEGIT SCIENTIFICALLY SUPPORTED EVIDENCE THAT THEIR FOOD PRODUCTS ARE HEALTHY FOR US BECAUSE THE DRUG CO.
INSERTED DEFINITION IN OUR GOVT REGULATIONS SAYS THAT ONLY DRUGS CAN IMPROVE HEALTH.
GET INFORMED PEOPLE
LOOK UP NATURAL NEWS DOT COM
Reply
6-03-2010 @ 10:39PM
Dan said...OMG! Next they'll tell us that Kellogg's Apple Jacks don't really give you the ability to beat up the school bully.
Reply
6-03-2010 @ 10:50PM
Eddygh said...Kelloggs is run by a bunch of "flakes" anyway
Reply
6-03-2010 @ 11:01PM
MD T said...The Kellogg Co. was originally known as the Battle Creek Toasted Corn Flake Company and was founded by two brothers in 1906. Both brothers had previously been employed by the Battle Creek Sanitarium (one as superintendant and the other as bookkeeper). They incorporated a modification of both the sanitarium's health regimen and it's Seventh-Day Adventist influence into this venture. The sanitorium's regimen for restoring health to its wealthy and middle-class patients encompassed "diet reform" and frequent enemas as well as hydrotherapy, phototherapy, thermotherapy, electrotherapy, mechanotherapy, and cold-air cure. Given this history, snake oil-like claims are not new to the company!
Reply
6-03-2010 @ 11:05PM
stephen said...What kind of government do YOU want? Das Kapitalism
Reply
6-03-2010 @ 11:12PM
KC said...How can we expect private food companies to have higher standards than the USDA, FDA, etc.?
It's about time we establish some real food standards, then, enforce them! Not merely tweaking the food pyramid every decade or two. Even if Kelloggs, Post, etc. fortified their cereals with 5 times the MDR of A,B,C,D,E,K,, etc., that would not justify all the short-cuts - refined flour, refined sugar, high fructose corn syrup, and synthetic seed production, pesticides, herbicides, dyes, hormones....
No other country would deliberately sabotage their own food supply!
Reply
6-04-2010 @ 4:20AM
jaguignon said...The use of High fructose corn syrup is one of the worst things that is being put into our foods. It is not easily digested like glucose; which the human body relys on for energy. Now we have this really bad poison, commonly known as Aspertame. Tame it is not! It has been proven to cause seizures in children and adults alike. It seems like everything has high fructose corn syrup listed within the first 3 ingredients!
6-03-2010 @ 11:15PM
stephen said...Yeah, and Tony the Tiger is lying when he says THEY'RRRE GREAT !! When it's been proven they're LESS FILLING !!
Reply
6-04-2010 @ 1:49AM
jana said...IF PARENTS REALLY BELIEVE ALL THE BS THAT THE KELLOGS TRYS TO SELL TO YOU ALL THEN YOU ARE JUST DUMB PLEASE LETS GET REAL AND WAKE UP
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