The ASA has received several complaints about the ad. These include allegations that it fails to make clear Kellogg is comparing kids who have eaten Corn Flakes with those who skipped breakfast, and that there is a lack of scientific evidence to back its claims.
Kellogg is the second cereal group to run into trouble with the ASA in as many months for pushing the positive effect its product has on kids' concentration.
Last month, Cereal Partners had to amend an ad promoting Shreddies as "school fuel" for children. The ASA ruled it was likely to mislead viewers into thinking the study compared the cereal's effects against other types of breakfast food, rather than not eating at all.
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