Rice Krispies immunity claim gets Kellogg in trouble with the FTC -- again

When it comes to claims about its cereals, Kellogg should just stick with "Snap, crackle and pop." The food maker has yet again run afoul of the federal government, this time for making questionable claims on packages of Rice Krispies that the cereal helps support children's immunity.

To settle the allegation, Kellogg said it would expand upon a settlement it reached last year when the Federal Trade Commission blasted the company for claiming that Frosted Mini-Wheats helped kids pay better attention. Under that settlement, Kellogg agreed to refrain from making unsubstantiated claims that its products improve "cognitive ability." This time, the company has agreed to stop making any unsupported claims about the health benefits of any of its food products. (Under pressure, Kellogg dropped the immunity-support claim on Rice Krispies in November).

"We expect more from a great American company than making dubious claims – not once, but twice – that its cereals improve children's health," FTC Chairman Jon Leibowitz said in a statement. "Next time, Kellogg needs to stop and think twice about the claims it's making before rolling out a new ad campaign, so parents can make the best choices for their children."