ewg skin deep Kellogg’s

 Kellogg’s,⁷ General Mills⁸ and Post⁹ are members of the Children’s Food and Beverages Advertising Initiative, a voluntary self-regulation program operated by the Council of Better Business Bureaus. Members of the initiative have agreed not to advertise any cereal with more than 10 grams of total sugars per serving to children under 12.¹⁰ That means that under the FDA’s current serving size standard, the initiative deems it OK to spend hundreds of millions of dollars a year on kid-targeted advertising of sugary cereals like Froot Loops, Cinnamon Toast Crunch and Fruity Pebbles.