Mercury Rising 鳯女

Politics, life, and other things that matter

A Republic of Liars

Posted by Charles II on April 20, 2009

This is the kind of story that makes one cringe, both for the behavior of Kellogg and at the thought that any researcher would actually stoop to this:

Kellogg Company, the world’s leading producer of cereal, has agreed to settle Federal Trade Commission charges that advertising claims touting a breakfast of Frosted Mini-Wheats as “clinically shown to improve kids’ attentiveness by nearly 20%” were false and violated federal law. The proposed settlement bars deceptive or misleading cognitive health claims for Kellogg’s breakfast foods and snack foods and bars the company from misrepresenting any tests or studies.

According to the FTC’s complaint, Kellogg claimed in a national advertising campaign – including television, print, and Internet advertising, as well as product packaging – that a breakfast of Frosted Mini-Wheats cereal is clinically shown to improve children’s attentiveness by nearly 20 percent. The complaint alleges that, in fact, according to the clinical study referred to in Kellogg’s advertising, only about half the children who ate Frosted Mini-Wheats for breakfast showed any improvement in attentiveness, and only about one in nine improved by 20 percent or more.

I bet the clinical study didn’t mention what happened to the kids’s attentiveness after the sugar crash.

2 Responses to “A Republic of Liars”

  1. Another reason to maintain a boycott of Kellogg’s.

  2. Charles II said

    ::chuckle::

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