A lesson in being careful what you say: Kellogg’s learned the hard way.
The U.K.’s Advertising Standards Agency (ASA) found that the company had not adequately backed up the phrases “full of goodness” and “nutritious” with an EU-authorized health claim. The phrases in question were present on a Special K website and TV advertisement.
Kellogg’s issued an apology for the error and corrected the issue, Food Navigator reported.
The TV ad states, “Our new five grain super porridge is full of goodness.” The ASA accepted the statement as a general health claim that requires “an accompanying specific authorized health claim.” Kellogg’s associated the claim with the EU-approved health claim that Vitamin B2 contributes to the maintenance of normal skin. Though the ASA accepted the specific health claim to adequately accompany the statement, it still breached the ad code because it wasn’t properly associated with the general health claim.
“We’re pleased the ASA acknowledged that Kellogg’s has authorized health claims for both the Special K Porridge advert and the Special K website,” a Kellogg’s statement read. “However, we apologize for the error in not ensuring this was made clear enough for our consumers. This has now been corrected.”