<p> Authorities in Britain have banned the Kellogs 'Special K' advertisement for "misleading women" about the calorific value of a typical bowl of the breakfast cereal.<br /><br />The advertisement by Kellogg's boasted that eating one bowl of the corn flakes would add only 114 calories to a person's diet without excluding the calories of the milk, which could add anything from 86 to 122 calories, the Daily Mail reported.<br /><br />The cereal has been promoted to generations of women across the globe on the basis that it helps to lose weight, as part of a calorie-controlled diet.<br /><br />However, in reality it contains a relatively high amount of sugar compared to other cereals – double the level in cornflakes and three times that of Weetabix, the other such product in the market.<br /><br />The US company has been found to have flouted advertising rules in a TV commercial which featured a number of women preparing breakfast.<br /><br />While the women buzzed around the kitchen, it featured a close-up of milk being poured over a bowl of Special K.<br /><br />At the same time, a voice-over stated: "We women know how to get the most out of our mornings. Like enjoying a delicious bowl of Special K at 114 calories."<br /><br />"114 Kcals and 0.6g fat per 30g serving. Enjoy as part of a healthy balanced diet & active lifestyle," the text on the screen stated.<br /><br />The Advertising Standards Authority received a complaint it was misleading because it failed to include the milk calories.<br /><br />Kellogg's said it had left out the figure for milk because many customers eat the cereal dry, or with orange juice or yogurt.<br /><br />It said the issue was further complicated because there are many types of milk with different fat and calories counts.<br /><br />But the ASA said the commercial should have made clear that the claims did not include the calories that would come from milk.</p>
<p> Authorities in Britain have banned the Kellogs 'Special K' advertisement for "misleading women" about the calorific value of a typical bowl of the breakfast cereal.<br /><br />The advertisement by Kellogg's boasted that eating one bowl of the corn flakes would add only 114 calories to a person's diet without excluding the calories of the milk, which could add anything from 86 to 122 calories, the Daily Mail reported.<br /><br />The cereal has been promoted to generations of women across the globe on the basis that it helps to lose weight, as part of a calorie-controlled diet.<br /><br />However, in reality it contains a relatively high amount of sugar compared to other cereals – double the level in cornflakes and three times that of Weetabix, the other such product in the market.<br /><br />The US company has been found to have flouted advertising rules in a TV commercial which featured a number of women preparing breakfast.<br /><br />While the women buzzed around the kitchen, it featured a close-up of milk being poured over a bowl of Special K.<br /><br />At the same time, a voice-over stated: "We women know how to get the most out of our mornings. Like enjoying a delicious bowl of Special K at 114 calories."<br /><br />"114 Kcals and 0.6g fat per 30g serving. Enjoy as part of a healthy balanced diet & active lifestyle," the text on the screen stated.<br /><br />The Advertising Standards Authority received a complaint it was misleading because it failed to include the milk calories.<br /><br />Kellogg's said it had left out the figure for milk because many customers eat the cereal dry, or with orange juice or yogurt.<br /><br />It said the issue was further complicated because there are many types of milk with different fat and calories counts.<br /><br />But the ASA said the commercial should have made clear that the claims did not include the calories that would come from milk.</p>