Kellogg which is synonymous with children and yummy cereals is facing the wrath of a consumer group which feels that they are using unfair marketing practices aimed at kids.
In fact they are contemplating suing the company and Viacom that runs Nickelodeon channel as well. According to the group, letters had been sent to Kellogg and Viacom saying it would settle for a commitment from the companies within 30 days rather than sue.
Still, the Center added, if its demands were not met, a lawsuit would be filed asking a Massachusetts court to stop the companies from marketing junk foods in venues where 15 percent or more of the audience is under age 8, and to stop promoting junk foods through Web sites, toy giveaways, contests and other techniques aimed at that age group.
According to the Center's Executive director, Michael Jacobson the industry has been given several years time to clean up its act, but it has only been focusing upon its marketing. This was said at a press conference also where he displayed crackers, cookies and other snacks dotted with television characters.
The proposed lawsuit would mark the latest attempt to battle the growing obesity crisis in the United States through the courts. This comes in the same vein as the lawsuit that brought Mc Donald's to poor light. Parents are also unable to restrain their children from consuming such junk food as they are advertised in a very attractive manner.
Nickelodeon said in a statement that it is a leader and a positive force in encouraging children to live healthier lifestyles, and that it would continue to encourage advertisers to provide balanced marketing.
The Center's Jacobson said his group was forced to threaten a suit because federal regulators and Congress would not enforce laws against deceptive or harmful marketing.