The voluntary changes, which will be put in place over the next year and a half, will apply to about half of the products that Kellogg currently markets to children worldwide, including Froot Loops and Apple Jacks cereals and Pop-Tarts.The new policy, though modest in scope, was sufficient to prompt the Center for Science in the Public Interest and the Campaign for a Commercial-Free Childhood to drop Kellogg from a lawsuit in which two Massachusetts families formally complained about advertising practices toward children. The other party to that lawsuit, Viacom, was not involved in yesterday's announcement.
Frosted Flakes, for example and Rice Krispies with Real Strawberries will still make the nutritional cut, though regular Rice Krispies will not (too much salt).
Friday, June 15, 2007
Kellogg to adopt new policy on children's food ads
Kellogg will phase out some food ads for children, but keep others. From Andrew Martin's report yesterday in the New York Times: