CARU Recommends Changes to “Froot Loops” Website; Kellogg Agrees

The Kellogg Co. has reportedly agreed to modify its “Froot Loops” cereal website following recommendations from the Children’s Advertising Review Unit (CARU), which called for better disclosure that advertising is present within the site’s games and activities. An “investigative unit of the advertising industry’s self-regulatory system . . . administered by of the Council of Better Business Bureaus,” CARU noted in a press release that “none of the 12 different games—all of which featured Fruit Loops cereal and/or Toucan Sam—disclosed the advertising within the games’ content.” It was evidently 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.” The disclosures will apparently state “This is advertising from Kellogg’s.” See CARU News Release, August 27, 2012.