FOR
IMMEDIATE RELEASE
Online
campaign to ban casino-style marketing for breakfast cereal
Staffordshire, UK - (May 05, 2015) - Musician and community
activist, Ben Westwood, 29, from
Cannock, Staffordshire has launched an online campaign to ban Kellogg’s
casino-style branding and marketing of its Krave Choco Roulette breakfast
cereal, because of a growing concern that it’s encouraging children to gamble.
Food
multinational, Kellogg’s, is marketing its new Krave breakfast cereal using
slot machine and casino imagery, and has even given it a casino-style name.The cereal
consists of four different flavoured fillings with identical cereal coating – and
the idea behind both the brand and marketing is that you don’t know which
flavour you’ve got till you bite in.
“We’re
appalled that a company like Kellogg’s is using supermarket shelves and
families’ breakfast tables to promote the excitement of gambling to children in
such a blatant and irresponsible way,” explains Westwood, who has had gambling
addiction problems himself in the past and has given up two days’ work a week
to run the campaign.“It’s thoughtless and unethical,” he adds, “and a company
like Kellogg’s should, quite simply, know better.”
The
company’scasino-style marketing is fuelling concern that, following a
relaxation of UK gambling laws in 2007, children are increasingly exposed to
the gambling industry, throughadvertisements and the promotion of free-to-play,
online gambling games. There is a growing body of academic research that
supports the view that children playing these games will be more likely to gamble
for money and develop gambling problems, and Westwood believes that Kellogg’s
marketing is contributing to this social crisis.
Westwood
and the ‘Ban Kellogg’s Krave Choco Roulette’ Facebook group are urging
consumers to boycott the product and to sign their online petition to ban the
cereal. If you would like to support them, please visit:
###
Further information
For
interviews, photographs or more information, please contact
Ben
Westwood
Telephone:
07780 797505
Email:
neuroliberation@gmail.com
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