Kellogg Not to Make Any Baseless Health Claims for Cereal

Kellogg Not to Make Any Baseless Health Claims for CerealThe Federal Trade Commission on Thursday posted that the Kellogg Company have agreed to advertising limitations to resolve an investigation into its claims related to the health benefits of its Rice Krispies cereal.

Last year, Kellogg faced a warning by the Feds for its claims that Frosted Mini Wheats were medically proved to improve kids' attentiveness by up to 20 percent.

However, it never had the data to support its claims, leading to revelations of fake claims on its Rice Krispies boxes as well.

Consequently, the commission initiated a stern action against Kellogg as public health researchers and obesity opponents have intensified their challenges to the marketing of sugary foods.

"We expect more from a great American company than making dubious claims - not once, but twice - that its cereals improve children's health", Jon Leibowitz, the Chairman of the F. T. C., posted in a statement.

The new stern order thrown on the company is reported to prohibit the company from making "claims related to any health advantageous of any food unless there are scientific evidences which are not misleading to support the claims.

In a statement, Kellogg, based in Battle Creek, Mich., noted that it possessed a long history of careful and mature advertising, however, did not specifically comment on the latest accusations that it faces.