Third time unlucky for Kellogg’s
Two more complaints against Kellogg’s have been upheld by the Advertising Standards Board (ASB), making it three in two weeks. The ASB ruled that two advertisements for LCMs featuring write-on wrappers breached the requirements of the Responsible Children’s Marketing Initiative (RCMI) as they did not encourage good dietary habits or physical activity.
The ads featured animated dinosaurs, snails and children’s voices. The ASB ruled that the primary focus of both ads would be to attract children. By Kellogg’s own admission, LCMs do not meet the Kellogg Global Nutrient Criteria for a healthier dietary choice. Each LCM bar is about 30% sugar, equating to about 9g of sugar.
Additionally, one of the two advertisements was aired in programs that the ASB noted as ‘clearly directed primarily to children’ – Skippy, RSPCA Animal Rescue and Problem Child 2.
Both ads have been discontinued by Kellogg’s.