Sunday, June 13, 2010

And Frosted Flakes turn your child into a musical prodigy

Posted By on Sun, Jun 13, 2010 at 12:39 AM

A New York Times editorial congratulates the Federal Trade Commission for closing a loophole that allowed Kellogg's to make somewhat dubious claims about its cereals:

The Federal Trade Commission barred Kellogg’s last year from running ads saying Mini-Wheats are “clinically shown to improve kids’ attentiveness by 20 percent.” To claim “benefits to cognitive health, process or function provided by any cereal or any morning food or snack food,” was a no-no, unless the claims were true. But the F.T.C.’s order covered only cognitive abilities. So just as it was signing its consent, Kellogg’s was starting a new campaign in which “Snap, Crackle and Pop” called out to parents from the Rice Krispies box promising to help “support your child’s IMMUNITY.”

Last week, the F.T.C. said that it had closed that loophole, reaching an agreement with Kellogg’s that would bar the company from making any claims about the health benefits of their food unless they were backed by scientific evidence and not misleading.

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