Kellogg's has published a lot about their ethical guidelines for advertising - particularly to children (i.e. people 12 years old and younger). They have various sites which provide a whole bunch of good guidelines:
Kellogg's advertise across media, but its core focus is on TV. Their TV ads focus on individual brands, and TV ads are targeted based on shows, time, and consequently audience to aim the message directly at the target market. On top of that the in-store advertising is predominantly the packaging. Again - and not surprisingly - the packaging is designed to appeal to the appropriate target market.
Back in 2007, Kellogg's changed their advertising principles when targetting children. Among other things, their new policy was aimed at ensuring that their breakfast cereals met specific minimum nutrition guidelines. If they didn't then Kellogg's determined not to advertise the product.
Kellogg's did this voluntarily. Did Kellogg's do this just because they are good people? Well, it would be nice to think they did. But the impetus to doing it was that they were threatened with a lawsuit for their advertising practices.
One thing that I really respect about Kellogg's is that they published their Marketing to Children Practices. This is good because with Kellogg's model in hand, other companies can benefit from their deep thinking.
(If you want a brief backgrounder on Kellogg's advertising or background you can find it on Kellogg's site or in an article in the New York Times, or some general information on Wikipedia, or you can watch David MacKay, their President & CEO talk about this in 2007, below.)
Kellogg Strengthens Marketing To Children Practices - Free videos are just a click away
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