The complaint was lodged against the packaging and television advertisements of Kellogg's Kids Cereals including Coco Pops, Coco Pops Jumbos, Strawberry Pops, Frosties, Froot Loops and Rice Krispies.
According to Bokomo, the various health claims made by Kellogg's in connection with these cereals contravened several clauses in the Code of Advertising Practice.
Bokomo's attorney, Janine Hollesen, of law firm Jan S de Villiers, says: "The television commercial in question claims that 'Kellogg's Kids Cereals are a healthy part of a balanced breakfast' while the packaging claims that the cereal is for 'healthy mind and body development'."
Such claims contravene the regulations under the Foodstuffs, Cosmetics and Disinfectants Act, which prohibits the use of the word 'healthy' in relation to foodstuffs. This was confirmed by the Department of Health, which also recorded the opinion that the products could not be regarded as 'balanced' or as 'part of a balanced breakfast' due to their high sugar and low fibre content.
The ASA ruled in favour of Bokomo, finding that the Kellogg's claims breached Clause 3.3 of Section II of the Code dealing with the legality of health claims.
The ASA also ruled that the word 'healthy' had to be withdrawn with immediate effect, and prohibited use of such 'healthy' claims by Kellogg's in future.
A copy of the ruling appears on the ASA website at www.asasa.org.za under recent rulings.
