Kellogg to extend ad code for children to the under 12s

Kellogg, the US-based cereal manufacturer, is extending its code on advertising to children from under six-year-olds to include all kids under 12. It made the announcement as it began a global roll-out of front-of-pack nutrition labelling.

The company will begin implementing the new code immediately and expects to have completed its introduction across all markets by the end of next year. It says that will change “what and how” it markets to children under 12 using its own “science-based” Kellogg Global Nutrient Criteria.

It adds that in markets where there are existing laws or self-regulation around marketing to children, it will apply its own criteria “where they go over and above existing standards”.

Kellogg introduced its front-of-pack labelling, which uses the Guideline Daily Amount system to show levels of salt, sugar and fat in products, in Europe last year. It will now be extended to include all of its markets.

It says that it is also working on its new product development strategy to ensure that new products have “enhanced nutritional value”.