• The New York Times, Friday, June 15, 2007 11:15 AM

Kellogg plans to phase out advertising to kids under 12 unless the touted products meet specific nutrition guidelines for things like calories, sugar, fat and sodium. And the food behemoth will also stop using licensed characters or branded toys to promote their food -- unless it meets the same rules.

The changes are set to roll over the next 18 months and will apply to about half the products that Kellogg sells to children worldwide, including Froot Loops and Pop-Tarts. But Frosted Flakes and Rice Krispies with Real Strawberries still make the nutritional cut, although too much salt in classic Rice Krispies leaves it off the list.

Chief Executive David Mackay says the products that don't meet the guidelines would either be reformulated or no longer be advertised to children. "It is a big change," he says. But "where we can make the changes without negatively impacting the taste of the product, we will."

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