CARU Recommends Kellogg Modify ‘Froot Loops’ Website to Better Disclose Advertising Within Games, Activities

New York, NY – Aug. 27,  2012 – The Children’s Advertising Review Unit has recommended the Kellogg Company better disclose on its Froot Loops cereal website that advertising is present within the site’s games and activities. The company has agreed to do so.
CARU is an investigative unit of the advertising industry’s self-regulatory system and is administered by the Council of Better Business Bureaus. The site, www.FrootLoops.com, came to the attention of CARU through CARU’s routine monitoring of advertising and websites directed to children.
The website is colorful, vibrant, and features Froot Loops cereal, the Froot Loops mascot, Toucan Sam and his cousins.
Upon its initial review, CARU determined that none of the 12 different interactive games – all of which featured Fruit Loops cereal and/or Toucan Sam – disclosed the advertising within the games’ content.
CARU was concerned that children would not understand that the games promote the sale of Froot Loops and, to comply with CARU’s guidelines, should be clearly labeled as advertising.
Following receipt of CARU’s initial inquiry, the advertiser promptly submitted proposed disclosures and asserted that it would add such disclosures across all of its child-directed websites.  The disclosures, which will be visible during the course of each game or activity, states: “This is advertising from Kellogg’s.”
Kellogg, in its advertiser’s statement, said the company “appreciates the opportunity to participate in the CARU self-regulatory process.  We accept CARU’s decision in this matter, and we agree to modify our advertising.”