It’s important to be mindful of what you say. Especially when it comes to food. It’s a lesson Kelloggs recently learned the hard way.
The U.K.s Advertising Standards Agency (ASA) has found the company guilty of failing to adequately back up the phrases full of goodness and nutritious with an EU-authorized health claim.
The vague phrases in question were seen and heard by Brits on a Special K website and in a TV advertisement.
The food giant issued an apology for the error and has since worked to correct the issue, Food Navigator reported.
The controversial TV ad stated, 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.
Kelloggs says it used the phrase “full of goodness” under the EU-approved health claim that Vitamin B2 contributes to the maintenance of normal skin. But the ASA says the cereal giant breached the ad code because Kellogg’s statement as it appeared in its advertisements was too general– and it wasnt properly applied to the EU-approved claim.