Kellogg's rapped by watchdog for LCM ads

By AdNews | 1 July 2013
Kellogg's LCM Bars. (Source: kelloggs.com.au)

Kellogg's has pulled two ads for its LCM snack bars which the Advertising Standards Bureau ruled encouraged poor dietary habits in contravention of industry codes.

The ads were designed to promote LCMs new writeable wrappers and app which allowed parents to download facts to write on the wrappers.

One consumer told the ad watchdog it was a breach of the Responsible Children's Marketing Initiative (RCMI) because it was directed primarily to children, didn't represent a healthy dietary choice and didn't promote physical activity.

Kellogg's argued the ad was aimed at main grocery buyers, not children, and wasn't classified under the RCMI. It argued the complaint should be dismissed.

The ad watchdog however ruled the ad had breached the advertising messaging requirements of the RCMI and upheld the case.

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