Particular scrutiny is given to any advertising messages directed to children. It is Kellogg Canada's policy to comply strictly with the Children's Advertising Guidelines as set forth by the Broadcast Code for Advertising to Children.

Kellogg Canada has always believed in the value of advertising. We are proud of the quality tradition we have established and are firmly committed to continue this tradition to better serve our consumers.

At Kellogg Canada, we have always believed in advertising important product information. At the same time, we believe all of our advertising must be socially responsible. Our philosophy says it best:

Kellogg is committed to providing wholesome, quality spot advertising that is truthful and not misleading to consumers and to placing its commercials with quality television programming. In keeping with this commitment, Kellogg believes it has a responsibility to produce advertising, and to place those ads in programs that communicate the standards of good taste and fair practice that guide all of our corporate actions.

The specific content standards which govern Kellogg advertising include the following:

• Provide consumers with accurate information about our products in a wholesome manner.
• Ensure that the advertising is in compliance with all applicable federal, state, and local laws and regulations, including the self-regulatory guidelines of the National Advertising Division (NAD) and Children's Advertising Review Unit (CARU).
• Avoid advertising themes that include excessive and/or unwarranted acts of violence; or the acting out of anti-social behavior which easily encourages imitation.
• Avoid advertising themes that belittle any group based on its social, racial, ethnic, or religious traits, or any person because of his or her age, sex, or disability.