Kellogg Settles FTC Charges of False Advertising Claims for Breakfast Cereal

Kellogg Company, the worlds leading producer of cereal, has agreed to settle Federal Trade Commission charges that advertising claims touting a breakfast of Frosted Mini-Wheats as clinically shown to improve kids attentiveness by nearly 20% were false and violated federal law. The proposed settlement bars deceptive or misleading cognitive health claims for Kelloggs breakfast foods and snack foods and bars the company from misrepresenting any tests or studies. According to the FTCs complaint, Kellogg claimed in a national advertising campaign including television, print, and Internet advertising, as well as product packaging that a breakfast of Frosted Mini-Wheats cereal is clinically shown to improve childrens attentiveness by nearly 20 percent. The complaint alleges that, in fact, according to the clinical study referred to in Kelloggs advertising, only about half the children who ate Frosted Mini-Wheats for breakfast showed any improvement in attentiveness, and only about one in nine improved by 20 percent or more. The complaint also challenges the claim, made in a different television ad, that a breakfast of Frosted Mini-Wheats was clinically shown to improve childrens attentiveness by nearly 20 percent when compared to children who ate no breakfast. In fact, the study showed 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. Based on the clinical study results, the complaint alleges that both of the challenged claims are false and violate the FTC Act. We tell consumers that they should deal with trusted national brands, said Chairman Jon Leibowitz. So its especially important that Americas leading companies are more ˜attentive to the truthfulness of their ads and dont exaggerate the results of tests or research. In the future, the Commission will certainly be more attentive to national advertisers. The proposed settlement would bar Kellogg from making comparable claims about Frosted Mini-Wheats unless the claims are true and not misleading. It requires that claims about the benefits to cognitive health, process, or function provided by Frosted Mini-Wheats or any morning food or snack food be substantiated and true. The settlement would prohibit Kellogg from misrepresenting the results of tests, studies, or research regarding any morning or snack food product. Finally, the settlement contains standard record-keeping provisions to allow the agency to monitor compliance.