The World: Chicago - Kellogg to introduce rules on advertising to kids

Kellogg has bowed to pressure from lobby groups by announcing radical changes in the way it markets to children.

The cereals giant said it was setting strict guidelines on ads to children under 12, which account for more than one-quarter of its $570 million adspend.

It plans to set new criteria for ads based on the amounts of calories, fat, sodium and sugar in products. Under the guidelines, Frosted Flakes cereal could be promoted to young children, but Pop-Tarts could not.

David Mackay, the Kellogg chief executive, said products not conforming to the guidelines would either be reformulated or not advertised to children after next year.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content