The FTC has been cracking down on misleading advertising claims on food products, and Kellogg’s has come under fire for the second time. In November of 2009, the company Cocoa Krispies sported a label that read “Now Helps Support Your Child’s Immunity.” The Food and Drug Administration quickly asked the company to remove the unproven claims from boxes and ads.
The company made other unscientifically supported claims. For example, they advertised that Frosted Mini-Wheats could improve children’s attentiveness and that Rice Krispies had “been improved to include antioxidants and nutrients that your family needs to help them stay healthy.” The FTC asked the company to change their advising campaigns twice in the past year and a half.
“We expect more from a great American company than making dubious claims — not once, but twice — that its cereals improve children’s health,” said FTC Chairman Jon Leibowitz in June of 2010. “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.”
Consumer Affairs report that the ongoing struggle ended this week with Kellogg’s agreeing to pay a $5 million dollar settlement.