Kellogg Move Bodes Ill for Ads to Kids

KELLOGG MOVE BODES ILL FOR ADS TO KIDS
[SOURCE: AdAge, AUTHOR: Ira Teinowitz]
Legions of kids who start their weekends with the boob tube and a bowl of sugary cereal won't be seeing Snap, Crackle and Pop. Instead, they'll soon be seeing ads for more-healthful foods -- or none at all. By agreeing to market to kids only the 50% of its brands that meet certain nutritional criteria, Kellogg has kick-started an industry trend expected to throw into play some $1 billion or more in marketing dollars. It's a move that ratchets up pressure on the other 10 marketers in the so-called Children's Food and Beverage Advertising Initiative, which account for more than two-thirds of the food and beverage ads kids see. They are feverishly working to meet or beat a July 18 deadline to announce responsible-marketing pledges of their own at a government kids'-obesity forum.
http://adage.com/article?article_id=117386