The New York Times featured a story on Kellogg's voluntary cut back on food marketing to kids under 12. What the lead in to the story does not say, but mentions deeper is that the "voluntary" action was in response to a pending lawsuit by two parents, the Center for Science in the Public Interest and the Campaign for a Commercial-Free Childhood.
Under the new voluntary restrictions, Kellogg will stop marketing foods through radio, print, TV and third-party websites to kids under 12 that do not meet the following nutritional standards per serving:
• No more than 200 calories;
• No trans fat and no more than 2 grams of saturated fat;
• No more than 230 milligrams of sodium (except for Eggo frozen waffles);
• No more than 12 grams of sugar (excluding sugar from fruit, dairy, and vegetables).
In addition, Kellogg will not:
• Advertise to children under 12 in schools and preschools.
• Sponsor product placements for any products in any medium primarily directed at kids
• Use licensed characters on mass-media advertising directed primarily to kids under 12, as a basis for a food form, or on the front labels of food packages unless those foods meet the nutrition standards;
• Use branded toys in connection with foods that do not meet the nutrition standards.
The pending suit also included the Viacom network (Nickelodean and Nick Jr.). Viacom has not responded to the suit. A decision is still being made whether or not to proceed with action against the network. Viacom's Nickelodean has a history of violating the maximum number of ads per hour of programming. In 2004, the network violated this rule 591 times.
Many thanks and congrats to CSPI and CCFC for their tenacity and hard work.