A television advertisement for General Mills’ Total cereal made the following claim: “It would take 16 ounces of the leading natural cereal to equal the vitamins in 1 ounce of fortified Total.” The Center for Science in the Public Interest filed a petition against General Mills claiming that the advertisement is deceptive. It was the center’s position that the claim overstated Total’s nutritional benefits because the cereal is not 16 times higher in other factors important to nutrition.
a. Is the claim misleading? Justify your answer.
b. How should the FTC proceed in cases such as this?
c. What are the implications of cases such as this for marketing management?