K-E-Double L-O-Double Good….

The Advertising Standards Authority has banned a Kellogg’s ad for cookies after the consumer lobby Which? complained that an ad campaign for Nutri-Grain Soft Oaties cookies with the tagline “Wholesome cookie goodness” in which a cookie replaced the “o”s, was misleading. Which? complained that the cookies were not healthy but were in fact full of fat.

The ASA agreed with Kellogg’s that, as far as the ad went it was accurate. But it also said

the Soft Oaties were high in sugar, fat and saturated fat and…by referring only to those ingredients that could convey a nutritional benefit without also referring to those that might have a negative impact on health, the ad could imply the snack was wholly beneficial to health or that the Soft Oaties with Oat & Chocolate Chip were healthier than they were.  We were further concerned that the headline claim “Wholesome cookie goodness” enhanced that impression.  We concluded that the ads were likely to mislead.

The ads breached CAP Code clauses 7.1 and 7.2 (Truthfulness).  We also investigated the ads under CAP Code clause 3.1 (Substantiation) but did not find them in breach.

Action
The ads must not appear again in their current form.  We advised Kellogg’s to consult the CAP Copy Advice team before advertising again.

Read the entire ruling here.