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There are numerous headlines and stories this morning about how Kellogg Co. plans to stop advertising products that do not meet certain nutritional criteria to kids under 12 years of age. In addition, the company said that it will not use licensed characters or branded toys to promote foods that do not meet these same guidelines.

According to the New York Times, “The voluntary changes, which will be put in place over the next year and a half, will apply to about half of the products that Kellogg currently markets to children worldwide, including Froot Loops and Apple Jacks cereals and Pop-Tarts.

“Frosted Flakes, for example and Rice Krispies with Real Strawberries will still make the nutritional cut, though regular Rice Krispies will not (too much salt).”

The company said that if products do not make the cut, they will either be reformulated or marketed only to older shoppers.

Also, according to the Times: “Under Kellogg’s new guidelines, food advertised on television, radio, Web sites and in print that have an audience that is 50 percent or more of children under 12 will have to meet the new nutrition standards. Kellogg already had a policy of not aiming advertising at children younger than 6, so the new guidelines apply to children 6 through 11. Kellogg officials said that about 27 percent of its advertising budget in the United States aims at that age group. They declined to give the dollar value of that budget.”
KC's View:
It may not be representative of the whole world, but Mrs. Content Guy was reading the Times this morning and said, “Look at all the cereal you can’t buy anymore.” Even though all of our kids are older than 12.