April 20, 2009

Kellogg Co. settles FTC charges over ads

The Kellogg Co. settled U.S. Federal Trade Commission charges that ads saying Frosted Mini-Wheats improve kids' attentiveness by some 20 percent are false.

Kellogg claimed in a national advertising campaign that included 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 study shows that the children who ate the cereal for breakfast averaged just under 11 percent better in attentiveness, by comparison, and that relatively few were nearly 20 percent more attentive, a statement by the FTC said.

The settlement would prohibit Kellogg from misrepresenting the results of tests, studies, or research regarding any morning or snack food product.

The FTC vote to approve the administrative complaint and proposed consent agreement was 4-0. The FTC will publish an announcement regarding the agreement in the Federal Register shortly.