• Fox News, Friday, June 4, 2010 10:37 AM

The Fox News online headline reads: "Snap, Crackle, Stop!" And that's exactly what Kellogg is doing, having agreed to cease claiming that the cereal "now helps support your child's immunity" with "25 percent Daily Value of Antioxidants and Nutrients -- Vitamins A, B, C, and E."

In finding that the company falsely advertised the cereal, Federal Trade Commission chairman Jon Leibowitz was unsparing: "We expect more from a great American company than making dubious claims -- not once, but twice -- that its cereals improve children's health," he said.

Kellogg earlier agreed to stricter advertising rules when the FTC alleged it misled consumers by saying that Frosted Mini-Wheats was "clinically shown to improve kids' attentiveness by nearly 20%." Kellogg now is barred from making claims about any health benefit for any food unless they are supported by scientific evidence and are not misleading.

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