Kellogg leads the way with responsible Web content

Kellogg, the US cereal giant, is reinforcing its responsible marketing credentials online by removing all materials targeting children under 12 that do not meet its self-imposed best practice guidelines.

The move is in contrast to other food brands that have turned to the Web to target children following the ban on advertising foods that are high in fat, salt and sugar to children under 16 years old across traditional media.

The company is also gearing up for the launch of a major campaign that aims to combat obesity by encouraging people to eat cereal for breakfast.

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