Kellogg has made changes to a Coco Pops ad after the Advertising Standards Bureau (ASB) ruled the ad breached the Responsible Children's Marketing Initiative code.
According to Kellogg, the ad had been “accidentally” placed four times in a program with 'child themes'.
However the ASB found that the content of the commercial was primarily directed to a broad audience, and not directed to children under 12.
Kellogg director of corporate communications and public affairs Rebecca Boustead said a breach of codes is “very rare”.
“We’re disappointed that it was the result of placement errors, but we are pleased to have the confirmation from the ASB that in fact the content of the TVC itself was primarily targeted to adults,” Boustead said.
“In addition to updating the ad, we’ve taken action to ensure that our processes with media partners and the networks are tightened to minimise the risk of this happening again in the future.”
Kellogg said despite this content being deemed targeted to adults, in the future it would air a revised version of the TV ad.
