Kellogg announced today that it would phase out advertising to children under 12 unless the food met nutritional guidelines for sugar, calories and fat, reports the New York Times.

The Center for Science In The Public Interest responded to the news by dropping its threats of a lawsuit,

“Kellogg’s position has really evolved over those months from pretty much ‘no way’ to acceptance of some nutrient criteria,” said Michael F. Jacobson, executive director of the Center for Science in the Public Interest. He said he hoped the Kellogg announcement would lead its competitors to adopt even tougher standards for food advertising to children.

Kellogg also agrees to stop use of licensed characters or branded toys, according to the NYT.

Kellogg says that products that do not currently meet the guidelines will either be reformulated or not marketed to children. Some Kellogg cereals that do not meet the criteria? Apple Jacks, Fruit Loops, and some varieties of Pop Tarts. In all, about 1/2 of Kellogg’s products will be affected.

“It is a big change,” Mr. Mackey [Kellogs’s president and chief executive] said. “Where we can make the changes without negatively impacting the taste of the product, we will.”

We’ve thought it over, and we’ve decided it doesn’t sound like a bad idea. Now if they’d just stop marketing Special K as some sort of magic weight-loss pixie dust that will also make you fly like Supergirl and keep you from getting split-ends… too much to ask. —MEGHANN MARCO

Kellogg to Curb Marketing of Foods to Children [NYT]

(Photo: iwantamonkey)

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