Cereal giant Kellogg’s has filed a lawsuit against the British government in order to continue to promote its products, criticizing future advertising regulations on high-fat foods.
From October 2022, television commercials for high-fat, high-sugar and high-salt foods and drinks will only be allowed to run between 9:00 pm and 5:30 am (local time) in England.
In addition, these foods can no longer be displayed at certain points in supermarkets.
The government wants to fight obesity, in a country where one child in three finishes elementary school overweight or obese. This framework costs 6 billion pounds (about R$37.2 billion) a year to the public health service.
The Kellogg’s group questions the method of calculating the nutritional value of its products, noting that its cereals are generally consumed with milk. Therefore, the company claims, the elements provided by the milk must be taken into account.
“We believe that the formula used by the government to measure the nutritional value of breakfast cereals is not correct,” said Chris Silcock, managing director of Kellogg’s UK, in a statement transmitted to AFP.
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