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Kellogg Canada revises children’s marketing policy

Kellogg Canada of Mississauga has undertaken a new initiative related to marketing and nutrition. The company has announced that all products marketed to children under the age of 12 must meet certain nutritional criteria by the end of 2008. Those products which do not meet these criteria will either be reformulated or no longer marketed to children. This includes television, print, radio and online advertising, as well as the use of licensed properties, Web sites, premiums, product placement and in-school marketing. According to the company, Kellogg already refrains from advertising to children under the age of six. The criteria set an upper limit per serving of 200 calories, two grams of saturated fat, zero grams of trans fat, 230 milligrams of sodium and 12 grams of sugar. The company estimates that 50 percent of its products aimed at children do not currently meet these standards. “Today, only about 12 percent of Kellogg Canada's advertising spending is directed to children under 12 and we've always approached that communication responsibly,” said Francois Rouilly, president and CEO of Kellogg Canada. “We're taking these steps to address increasing concerns about marketing to children and further strengthen our commitment to responsible marketing. In addition, we plan to increasingly emphasize products with enhanced nutritional value as well as continuing to find ways to emphasize nutrition and healthy lifestyles in our marketing to children.”

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