Kellogg’s adverts banned over claims two cereals are ‘full of goodness’ and ‘nutritious’

July 20, 2016

Kellogg’s ads were banned over ‘full of goodness’ and ‘nutritious’ claims
Statement made about Special K porridge and Nutri K on TV and online
Watchdog ruled it was not backed up by a ‘specific authorised health claim’

Daily Mail Reporter

Published:
19:57 EST, 19 July 2016

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Updated:
05:00 EST, 20 July 2016

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Two Kellogg’s adverts have been banned

Two Kellogg’s adverts have been banned over claims its Special K range is ‘full of goodness’ and ‘nutritious’.

The Advertising Standards Authority ruled that the statements made about Special K porridge and Nutri K on TV and online were not backed up by a ‘specific authorised health claim’.

Kellogg’s has been told to change the adverts to ensure any general health claims are supported by authorised health claims and are ‘obvious’ to shoppers, after a complaint on the matter was upheld.

In the TV advert, a voiceover claimed ‘our new five grain super porridge is full of goodness’.

Though the words ‘contains vitamin B2 which contributes to the maintenance of normal skin’ later appeared, the ASA ruled it needed to appear immediately.

An ASA spokesman said: ‘We shared Kellogg’s view that the claim ”full of goodness” was a reference to a general, non-specific health benefit of the product and as such, we agreed that Kellogg was required to accompany it with a specific authorised health claim.

‘The authorised health claim – in this case ”contains vitamin B2 which contributes to the maintenance of normal skin” – should be presented in such a way that it was clear that it accompanied that general health claim; it should be made next to or immediately following the general health claim.

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‘The specific authorised health claim was shown on screen, but we noted it disappeared before the general health claim “full of goodness” was stated in the voice-over.

‘We therefore considered the specific health claim did not appear with or immediately following the general health claim ‘full of goodness.

‘As such, we considered it did not accompany the general health claim and in that regard, the ad breached the Code.’

The Advertising Standards Authority ruled that the statements made about Special K porridge and Nutri K on TV and online were not backed up by a ‘specific authorised health claim’ (file image of porridge)