The OPC complained that these 2013 Kellogg's TV advertisements for LCM Cereal Bars breached the Responsible Children's Marketing Initiative because they was directed primarily to children and promoted a product that was not a healthy dietary choice, being very high in sugar.
The ads formed part of the LCM "exciting facts" series, and used themes of strong appeal to children including fantasy, magic, animation and animals. One of the advertisements depicted a large cardboard-like animated dinosaur and the other featured snoring animated snails.
The Board found both these ads were directed primarily to children under 12, using childlike language, voices and themes. The complaint was upheld and the advertisement was removed from broadcast.
See ASB decisions 0179/13 and 0180/130