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Rice Krispies Creates Stir at FTC With Advertising Cognitive And Health Benefits

Posted Jun 03 2010 11:38am

It appears the FDA is getting some help from the FTC with company advertisements relating to “better health” attributes that are not scientifically proven.  Last year we had the FDA calling Cheerios a drug over their advertising campaign.  As competition gets tougher out there we are seeing people reaching way out beyond image normal realms to create a “positive” view of their products, drugs or devices and this is one more. 

Is there truth in advertising anymore you might want to ask?  Who might be next on the list in the cereal department?  BD  

Kellogg Co. agreed to expanded advertising restrictions after the Federal Trade Commission charged it with making questionable health claims about its Rice Krispies cereals.

The expanded agreement prohibits Kellogg from making any claims of health benefits of any food unless backed by scientific evidence, according to the FTC, in a statement released Thursday.

The agreement builds on an April 2009 settlement between the FTC and Kellogg involving health claims about its Frosted Mini-Wheats cereal.

In that matter, the company was barred from claiming its Frosted Mini-Wheats cereal provided cognitive and health benefits. The FTC said Kellogg falsely asserted in advertisements the cereal was "clinically shown to improve kids' attentiveness by nearly 20%."

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