• Ad Age, Friday, February 17, 2006 11:15 AM

Cereal marketer Kellogg's has agreed to alter an advertising campaign for Apple Jacks cereal after being reprimanded by the ad industry's self-regulatory unit. The ads in question featured a cartoon character called "CinnaMon" and his antagonist "Bad Apple." The Children's Advertising Review Unit issued a ruling that said Kellogg's should stop calling apples "bad" and Kellogg agreed to do so. CARU's actions came after the Center for Science in the Public Interest and Produce for Better Health Foundation charged that the ads presented real fruit poorly. However, neither group ever issued a formal complaint, and CARU said it reviewed several Apple Jacks ads on its own and determined changes were needed. CARU said the reference to "bad" should be halted and it asked "that the company refrain in the future from denigrating or disparaging apples or other fruits." Last month CSPI told Kellogg it plans to file suit in Massachusetts in 30 days accusing the company of unfairly and deceptively marketing food of poor nutritional quality to children under eight years of age.

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