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Kellogg’s Criticised over Misleading Health Ad
Even top consumer brands like Kellogg’s need to be careful that their advertising does not breach the regulations
policed by the Advertising Standards Authority
Crunch time
products. It was also pointed out that
the study was limited to monitoring
children’s alertness levels up to 30
minutes after eating breakfast, rather
than continuing to measure the
effects over the course of the rest of
the morning. Kellogg’s responded by
insisting that the advert’s claims were
backed by the results of two robust
scientific studies.
Breakfast cereals giant, Kellogg’s,
has been told to change or withdraw
one of its latest TV adverts by the
Advertising Standards Authority
(ASA). The advert – for the company’s
flagship brand, Kellogg’s Cornflakes,
features two schoolboys – one of
whom appears to be more alert
after having a bowl of cornflakes for
breakfast than the other boy, who has
had nothing. The advert then states:
“Research shows that when they eat a
cereal like ours, kids are on average
nine percent more alert.”
Not for the first time!
The research behind the claim
compared the alertness levels of 63
children eating Kellogg’s Cornflakes with 34 children
who were given no breakfast, based on parents’
judgements.
The ASA’s reaction came after receiving 19 complaints
and a challenge from an independent expert enlisted by
the regulatory body to investigate the advert’s claims.
While the ASA agreed that the results of Kellogg’s’
study did show an increase in alertness, it pointed out
that the research “…did not conclusively show that
this was due to the cereal” and suggested it would be
more appropriate to compare children who had eaten
Kellogg’s Cornflakes with those eating other breakfast
The ASA decision comes less than a
year after the Advertising Standards
Authority of South Africa ruled
against Kellogg’s SA over health
claims made by the company. In
January 2006, a complaint was
made by Bokomo, a rival company in the South African
market. The complaint centred on a Kellogg’s TV
commercial and product packaging which declared
that the company’s children’s cereals, including Coco
Pops, Frosties and Froot Loops, are for ‘healthy mind
and body development’. Such claims were deemed to
be in contravention of SA Labelling Regulations and the
complaint was upheld.
In 1998, Kellogg’s came under fire from the ASA in the UK
after a magazine advertisement made by the company
suggested that its cereals could be used to stop school
bullying by helping children lose weight. The advert’s
caption “Sticks and stones may break my bones but
names could really hurt me” was accompanied by a
Top 10 Take Home Grocery Brands in Britain
picture of an overweight boy. Critics of the advert,
2006 sales
%
2006 2005 Brand
including children’s charity, Kidscape, argued that
(£m)
change
being overweight was not, in fact, a common cause
1
1
Kellogg’s
530 – 535
0
of bullying.
2
2
Heinz
525 - 530
1
Still brand leader
3
5
Cadbury chocolate 495 - 500
6
4
4
Walkers crisps
465 - 470
-2
5
3
Birds Eye
455 - 460
-4
6
6
Muller
420 – 425
4
7
7
Coca-Cola
400 – 405
6
8
10
Warburton’s
350 – 355
17
9
8
McVities
315 – 320
-1
10
11
Stella Artois
310 – 315
4
Despite the recent criticism, Kellogg’s remains the
number one grocery brand in Britain, according to
a recent study published by TNS Worldpanel. The
report, which tracks sales of take-home grocery
brands and was based on data from the financial year
ending 23rd April 2006, values Kellogg’s’ projected
annual sales at over £530m, ahead of Heinz, Cadbury
confectionery, Walkers Crisps and Birds Eye (see
table opposite).
Sources: The Scotsman, Health 24, www.tns-global.com
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