A Special K advert has been banned for claiming the cereal improves health during pregnancy
Kellogg’s bosses said they were “saddened” after watchdogs banned a TV ad for cereal Special K over “exaggerated” health claims.
The advert opens with the words “made with Folic Acid – feeding development” and the image of a pregnant woman swimming, suggesting that Special K will improve the health of those carrying children.
It goes on to claim that the cereal ‘feeds’ strength, energy and recovery, due to other ingredients.
‘Women of child-bearing age have low folate levels’ A spokeswoman for Kellogg’s said, “At a time when government’s own data shows 90 per cent of women of child-bearing age have low folate levels, we are saddened by this ruling.
“We’ve been committed to adding Folic Acid to our cereals since the 1970s helping to address deficiencies in this essential vitamin which is key for the healthy development of babies.
“This ruling restricts food companies from communicating the full benefits of folic acid throughout pregnancy.
This is something we believe we have a responsibility to do in a way that people understand.”
Article credit: Scotsman