Special K Ads Criticized for Nutrition Claims

What's Hot

Funny Money: Financial Wit and Wisdom From 50 Top ComediansCredit & Debt

Shoppers Boycott Businesses Selling Trump-Branded ProductsBusiness

50 Best Gifts Under $25 for Everyone on Your ListFamily

What the Richest 1 Percent Earns in Every StateFamily

6 Stores That Allow Coupon StackingSave

Why Washing Your Turkey Can Make You IllFamily

10 Ways to Retire Earlier Than Friends on the Same SalaryGrow

7 Foods That Can Lengthen Your LifeFamily

7 Government Freebies You Can Get TodayFamily

10 Ways to Pull Together the Down Payment for a HomeCredit & Debt

Two Kellogg's ads previously seen in the United Kingdom "must not appear again in their current form," a new ruling out of England states. Find out why they have been banished.

Two Kellogg’s ads seen in the United Kingdom have been criticized for claiming Special K products are “full of goodness” and are “nutritious.”

The Advertising Standards Authority, the U.K.’s independent regulator for advertising, ruled Wednesday that the two ads “must not appear again in their current form.”

The ruling stems from a complaint challenging Kellogg’s claims. The ASA sided with the complainant.

Under the relevant regulation, general health claims must be supported and accompanied by a “specific authorized health claim,” according to the ASA. The agency did not consider the claims in the Special K ads to be sufficiently supported.

An ASA spokesperson tells the Dewsbury Reporter, an England-based newspaper:

“We told Kellogg Marketing and Sales (UK) Company Ltd. to ensure that relevant authorised health claims accompanied any general health claims that featured in their advertising.”

The first ad in question — for a product called Special K Super Porridge 5 Grains — was seen on TV in October. At issue was a voiceover making the general claim that “our new five-grain super porridge is full of goodness.”

According to the ASA, that claim was “general” and “nonspecific,” and should have been attached to a more specific claim. However, the necessary specific health claim that appeared in the ad — “contains vitamin B2 which contributes to the maintenance of normal skin” — did not appear on screen at the same time that the voiceover making the “full of goodness” claim was heard.

The second ad, for the Special K product range, was seen on www.specialk.co.uk in October. At issue was a statement that “our unique Nutri K recipe mak[es] a nutritious … start to your day.”

According to the ASA, the problem here was that Kellogg’s believed that “nutritious” was not a health claim, and therefore did not need to be accompanied by a specific authorized health claim.

For more breakfast food for thought, check out:

What are your thoughts on Special K products? Let us know below or on our Facebook page.

Stacy Johnson

It's not the usual blah, blah, blah

I know... every site you visit wants you to subscribe to their newsletter. But our news and advice is actually worth reading! For 25 years, I've been making people richer without making their eyes glaze over. You'll be glad you did. I guarantee it!


Read Next: 6 Ways to Get Your Official FICO Score Free

Check Out Our Hottest Deals!

We're always adding new deals and coupons that'll save you big bucks. See the deals to the right and hundreds more in our Deals section.

Click here to explore 1,900 more deals!