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The UK Advertising Standards Authority has banned a recent Kellogg’s ad campaign for Special K breakfast cereals.
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The watchdog ruled the ad’s “full of goodness” and “nutritious” claims were unsubstantiated.
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At 14.7 per cent sugar, we’d have to agree “full of goodness” goes a bit far to describe these products.
The UK Advertising Standards Authority (ASA) has banned two Kellogg’s ads that claim Special K breakfast cereals are “full of goodness” and “nutritious”.
The ASA investigated the TV and online ads after receiving a consumer complaint. It ruled the ads for Special K porridge and Nutri K had breached the UK advertising code because the claims were not backed up by a specific benefit to the consumer.
Kellogg’s admitted the claims weren’t clear enough and apologised to consumers after the ruling yesterday. It said the “error” had since been corrected.
But with 14.6 per cent sugar and around four teaspoons of sugar per 100g serve, we’d probably go one step further than the ASA. Suggesting that Special K cereal (and in fact any sugary cereal) is “full of goodness” and “nutritious” is not only unsubstantiated, it’s completely misleading for consumers, too.
Do you think this breakfast cereal marketing is misleading?
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