Campbell Mithun LLC

Text (OCR of the scan at left; may contain errors)

IN THE MATTER OF CAMPBELL MITHUN LLC CONSENT ORDER, ETC., IN REGARD TO ALLEGED VIOLATIONS OF SEC. 5 AND SEC. 12 OF THE FEDERAL TRADE COMMISSION ACT Docket C-4043; File No. 0123204 Complaint, April 16, 2002--Decision, April 16, 2002 This consent order addresses allegedly unsubstantiated representations in television commercials created by Respondent Campbell Mithun LLC, an advertising agency, about the effects of the calcium in Wonder Bread on children’s memory and brain function. The order, among other things, prohibits the respondent from representing that – as a good source of calcium – Wonder Bread helps children’s minds work better, or helps children remember things, without possessing competent and reliable scientific evidence that substantiates the claim. The order also requires the respondent to possess competent and reliable scientific evidence for any claim that any bread, bread product, rolls or muffins or any of their ingredients, helps brain function or memory, or can treat, cure or prevent any disease or related health condition. In addition, the order provides that a mere statement that a product contains a particular vitamin or mineral will not, without more, be considered for purposes of this order a representation that the product can treat, cure or prevent any disease or related health condition.

Participants For the Commission: Richard F. Kelly, Kial S. Young, Mary K. Engle, and Joseph P. Mulholland.

For the Respondent: Jeffrey S. Edelstein and Elky Stone, Hall Dickler Kent Goldstein & Wood.

COMPLAINT The Federal Trade Commission, having reason to believe that Campbell Mithun LLC, a corporation ("respondent"), has violated the provisions of the Federal Trade Commission Act, and it appearing to the Commission that a proceeding by it in respect thereof would be in the public interest, alleges: VOLUME 133 Complaint 1. Respondent Campbell Mithun LLC is a Delaware corporation with its principal office or place of business at 222 South Ninth Street, Minneapolis, Minnesota, 55402.

2. Respondent, at all times relevant to this complaint, was an advertising agency of Interstate Bakeries Corporation and prepared and disseminated advertisements to promote the sale of Wonder Bread. Wonder Bread is a “food” within the meaning of Sections 12 and 15 of the Federal Trade Commission Act. 3. The acts and practices of respondent alleged in this complaint have been in or affecting commerce, as "commerce" is defined in Section 4 of the Federal Trade Commission Act. 4. Respondent has prepared and disseminated or caused to be disseminated advertisements for Wonder Bread, including, but not necessarily limited to, the attached Exhibit A. These advertisements contain the following statements and depictions: A. “PROFESSOR WONDER: Moms know calcium helps build strong bones. But did you know it helps build strong minds, too? * Neurons in your brain need calcium to transmit signals. Without it, they can be, well, a little slow. [Inside Missy’s brain, Professor Wonder sees tired neurons that have obviously not gotten enough calcium] Let’s see what happens when you give them soft, delicious Wonder Bread. [Professor Wonder, with the help of Mom, constructs a demonstration that will allow Missy to get her calcium.] A good source of calcium with vitamins and minerals. WOMAN: [After Missy takes a bite of her sandwich, Mom directs Missy to do her homework in order to show how well the calcium worked. Professor Wonder looks into her brain again.] Missy, go do your homework. [Inside Missy’s brain we see lively, active neurons.] NEURON: Let’s go, guys, time to do homework. VOLUME 133 Complaint PROFESSOR WONDER: Wow! I’ve never seen anything like it! Calcium helps you remember things, too. So remember, Wonder helps build strong bodies and minds.” * The following superscript appears in small, white type, on varying backgrounds, at the bottom of the screen, for approximately three (3) seconds: “With regular exercise and a balanced diet.”

(Exhibit A) (Exhibit A is a storyboard of a thirty-second television advertisement) (See also Exhibit B, a videotape version of the advertisement) 5. Through the use of the statements and depictions contained in the advertisements referred to in paragraph 4, including but not necessarily limited to the advertisements attached as Exhibit A, respondent has represented, expressly or by implication, that: A. As a good source of calcium, Wonder Bread helps children’s minds work better, and B. As a good source of calcium, Wonder Bread helps children remember things.

6. Through the means described in Paragraph 4, respondent has represented, expressly or by implication, that it possessed and relied upon a reasonable basis that substantiated the representations set forth in Paragraph 5, at the time the representations were made.

7. In truth and in fact, respondent did not possess and rely upon a reasonable basis that substantiated the representations set forth in Paragraph 5, at the time the representations were made. Therefore, the representation set forth in Paragraph 6 was, and is, false or misleading.

8. Respondent knew or should have known that the representation set forth in paragraph 6 was and is false or misleading. VOLUME 133 Complaint 9. The acts and practices of respondent as alleged in this complaint constitute unfair or deceptive acts or practices and the making of false advertisements in or affecting commerce in violation of Sections 5 and 12 of the Federal Trade Commission Act.

THEREFORE, the Federal Trade Commission on this sixteenth day of April, 2002, has issued this complaint against respondent. By the Commission, Commissioner Anthony recused. t. (Open on an frame of a heroic Professor Wonder holding a package of Wonder Bread.} SUPER: PROFESSOR WONDER 4. (In an attempt to further explain this new news, Professor Wonder uses a souped-up magnifying glass ta look into Missy's brain.) PW: Neurons ia your brain need calcium to transmit signals 7. (A visual demonstration of the 200% more calcium enrichment in Wonder Bread.} PW: A good source of calcium with vitamins and minerals.

10. (Professor Wonder is amazed by what he5 1 14 1 2 2 289 2943 44 26 94.643417 just5 1 14 1 2 3 343 2945 57 23 79.409332 saw.)2 1 15 0 0 0 259 2985 504 31 -1 3 1 15 1 0 0 259 2985 504 31 -1 4 1 15 1 1 0 259 2985 504 31 -1 5 1 15 1 1 1 259 2985 46 21 95.539124 PW:5 1 15 1 1 2 317 2986 66 21 95.539124 Wow!5 1 15 1 1 3 395 2987 42 20 72.629288 I’ve5 1 15 1 1 4 447 2993 63 16 96.912376 never5 1 15 1 1 5 519 2994 49 15 95.548187 seen5 1 15 1 1 6 579 2990 101 26 94.834488 anything5 1 15 1 1 7 690 2990 41 21 75.250427 ‘ike5 1 15 1 1 8 742 2991 21 20 93.310547 it!2 1 16 0 0 0 234 1200 588 422 -1 3 1 16 1 0 0 234 1200 588 422 -1 4 1 16 1 1 0 234 1200 588 422 -1 5 1 16 1 1 1 234 1200 588 422 95.000000 2 1 17 0 0 0 970 522 592 428 -1 3 1 17 1 0 0 970 522 592 428 -1 4 1 17 1 1 0 970 522 592 428 -1 5 1 17 1 1 1 970 522 592 428 95.000000 2 1 18 0 0 0 961 960 11 20 -1 3 1 18 1 0 0 961 960 11 20 -1 4 1 18 1 1 0 961 960 11 20 -1 5 1 18 1 1 1 961 960 11 20 44.943550 mw2 1 19 0 0 0 960 1208 592 422 -1 3 1 19 1 0 0 960 1208 592 422 -1 4 1 19 1 1 0 960 1208 592 422 -1 5 1 19 1 1 1 960 1208 592 422 95.000000 2 1 20 0 0 0 1110 57 361 99 -1 3 1 20 1 0 0 1110 57 361 99 -1 4 1 20 1 1 0 1110 57 361 99 -1 5 1 20 1 1 1 1110 57 361 99 95.000000 2 1 21 0 0 0 1135 165 330 6 -1 3 1 21 1 0 0 1135 165 330 6 -1 4 1 21 1 1 0 1135 165 330 6 -1 5 1 21 1 1 1 1135 165 330 6 95.000000 2 1 22 0 0 0 1118 173 315 6 -1 3 1 22 1 0 0 1118 173 315 6 -1 4 1 22 1 1 0 1118 173 315 6 -1 5 1 22 1 1 1 1118 173 315 6 95.000000 2 1 23 0 0 0 975 961 572 30 -1 3 1 23 1 0 0 975 961 572 30 -1 4 1 23 1 1 0 975 961 572 30 -1 5 1 23 1 1 1 975 977 4 3 62.610382 .5 1 23 1 1 2 1000 961 124 25 49.640633 (Professors 1 23 1 1 3 1134 962 89 22 96.208771 Wonders 1 23 1 1 4 1230 964 103 25 95.700920 confirms5 1 23 1 1 5 1343 965 55 21 96.187744 what5 1 23 1 1 6 1407 973 69 15 89.292656 moms5 1 23 1 1 7 1484 967 63 24 95.879539 know,2 1 24 0 0 0 998 994 523 63 -1 3 1 24 1 0 0 998 994 523 63 -1 4 1 24 1 1 0 1000 994 521 31 -1 5 1 24 1 1 1 1000 994 43 21 96.188042 that5 1 24 1 1 2 1053 995 97 24 94.212822 calcium,5 1 24 1 1 3 1161 1001 55 16 96.842255 most5 1 24 1 1 4 1220 997 124 27 95.541473 frequently5 1 24 1 1 5 1353 998 112 27 95.926819 identified5 1 24 1 1 6 1474 1002 47 20 96.940628 with4 1 24 1 2 0 998 1028 372 29 -1 5 1 24 1 2 1 998 1028 55 23 9.715286 mnilk,5 1 24 1 2 2 1065 1028 61 27 94.643768 helps5 1 24 1 2 3 1136 1029 61 21 96.092735 builds 1 24 1 2 4 1204 1035 72 22 84.608704 strong5 1 24 1 2 5 1286 1031 84 24 41.183544 bones.j2 1 25 0 0 0 998 1070 543 54 -1 3 1 25 1 0 0 998 1070 543 54 -1 4 1 25 1 1 0 999 1070 542 34 -1 5 1 25 1 1 1 999 1070 48 21 94.505119 PW:5 1 25 1 1 2 1067 1071 81 21 55.421696 Mom's5 1 25 1 1 3 1158 1072 63 21 93.225342 knew5 1 25 1 1 4 1230 1074 92 20 68.187637 catcium5 1 25 1 1 5 1333 1075 59 27 92.413734 helps5 1 25 1 1 6 1403 1076 59 21 95.392326 builds 1 25 1 1 7 1472 1081 69 23 96.299469 strong4 1 25 1 2 0 998 1103 73 21 -1 5 1 25 1 2 1 998 1103 73 21 96.596054 bones.2 1 26 0 0 0 961 1654 556 29 -1 3 1 26 1 0 0 961 1654 556 29 -1 4 1 26 1 1 0 961 1654 556 29 -1 5 1 26 1 1 1 961 1670 4 3 46.585922 .5 1 26 1 1 2 986 1654 80 23 81.540817 (Inside5 1 26 1 1 3 1075 1656 87 25 46.731842 Missy's5 1 26 1 1 4 1170 1655 66 25 96.680099 brain,5 1 26 1 1 5 1250 1658 113 25 96.010590 Professors 1 26 1 1 6 1374 1659 88 22 92.902618 Wonders 1 26 1 1 7 1470 1668 47 14 75.124687 seey2 1 27 0 0 0 985 1684 520 62 -1 3 1 27 1 0 0 985 1684 520 62 -1 4 1 27 1 1 0 985 1684 520 35 -1 5 1 27 1 1 1 985 1684 54 24 96.188370 tired5 1 27 1 1 2 1047 1694 94 15 92.121849 neurons5 1 27 1 1 3 1150 1689 44 21 96.376801 that5 1 27 1 1 4 1203 1689 55 21 96.748009 have5 1 27 1 1 5 1267 1691 112 27 94.245270 obviously5 1 27 1 1 6 1389 1698 36 15 73.924980 nor5 1 27 1 1 7 1433 1697 72 22 84.623055 gotten4 1 27 1 2 0 985 1721 204 25 -1 5 1 27 1 2 1 985 1721 84 25 94.960297 enough5 1 27 1 2 2 1079 1721 110 25 5.910110 calcium}2 1 28 0 0 0 985 1761 551 30 -1 3 1 28 1 0 0 985 1761 551 30 -1 4 1 28 1 1 0 985 1761 551 30 -1 5 1 28 1 1 1 985 1761 47 22 96.399338 PW:5 1 28 1 1 2 1043 1762 55 21 94.757790 With5 1 28 1 1 3 1108 1766 36 18 96.344048 outs 1 28 1 1 4 1155 1764 14 20 93.603264 it5 1 28 1 1 5 1179 1764 48 27 93.603264 they5 1 28 1 1 6 1236 1771 40 15 96.074905 cans 1 28 1 1 7 1286 1766 33 23 96.163483 be,5 1 28 1 1 8 1331 1767 54 24 92.294014 well,5 1 28 1 1 9 1396 1764 11 24 92.294014 a5 1 28 1 1 10 1419 1768 51 21 64.712753 little5 1 28 1 1 11 1479 1770 57 20 93.019073 slow.2 1 29 0 0 0 938 1820 599 424 -1 3 1 29 1 0 0 938 1820 599 424 -1 4 1 29 1 1 0 938 1820 599 424 -1 5 1 29 1 1 1 938 1820 599 424 95.000000 2 1 30 0 0 0 949 2256 581 30 -1 3 1 30 1 0 0 949 2256 581 30 -1 4 1 30 1 1 0 949 2256 581 30 -1 5 1 30 1 1 1 949 2273 3 3 56.580704 .5 1 30 1 1 2 974 2256 68 25 94.817223 (After5 1 30 1 1 3 1050 2258 69 26 94.091187 Missy5 1 30 1 1 4 1127 2258 60 21 94.091187 takes5 1 30 1 1 5 1195 2266 14 13 93.469116 a5 1 30 1 1 6 1218 2258 44 22 94.793724 bites 1 30 1 1 7 1271 2261 27 25 94.793724 of5 1 30 1 1 8 1302 2261 40 21 96.099045 hers 1 30 1 1 9 1349 2262 115 24 91.194717 sandwich,5 1 30 1 1 10 1476 2270 54 14 95.635170 mom2 1 31 0 0 0 972 2289 543 98 -1 3 1 31 1 0 0 972 2289 543 98 -1 4 1 31 1 1 0 973 2289 535 28 -1 5 1 31 1 1 1 973 2289 78 21 96.410294 directs5 1 31 1 1 2 1060 2290 68 27 88.189041 Missy5 1 31 1 1 3 1137 2296 21 16 95.894432 to5 1 31 1 1 4 1167 2292 29 20 95.961632 do5 1 31 1 1 5 1205 2292 40 21 95.961632 hers 1 31 1 1 6 1252 2292 124 23 94.710632 homework5 1 31 1 1 7 1384 2297 20 18 96.615128 in5 1 31 1 1 8 1415 2296 64 21 96.184837 orders 1 31 1 1 9 1487 2301 21 16 96.184837 to4 1 31 1 2 0 972 2323 543 32 -1 5 1 31 1 2 1 972 2323 59 20 89.921028 shows 1 31 1 2 2 1040 2323 50 21 96.787056 how5 1 31 1 2 3 1100 2324 47 21 95.449150 wells 1 31 1 2 4 1155 2324 36 22 96.323578 thes 1 31 1 2 5 1199 2325 92 22 81.829849 calcium5 1 31 1 2 6 1302 2327 89 22 80.751053 worked.5 1 31 1 2 7 1404 2328 111 27 69.326546 Professor4 1 31 1 3 0 975 2356 422 31 -1 5 1 31 1 3 1 975 2356 87 21 95.178802 Wonders 1 31 1 3 2 1071 2357 61 26 95.602257 looks5 1 31 1 3 3 1141 2358 43 21 96.246750 into5 1 31 1 3 4 1194 2358 40 21 96.032303 hers 1 31 1 3 5 1241 2359 63 21 96.032303 brain5 1 31 1 3 6 1314 2362 83 25 81.364357 again.)2 1 32 0 0 0 973 2399 442 29 -1 3 1 32 1 0 0 973 2399 442 29 -1 4 1 32 1 1 0 973 2399 442 29 -1 5 1 32 1 1 1 973 2399 78 21 53.001404 MOM:5 1 32 1 1 2 1063 2399 73 27 96.656204 Missy,5 1 32 1 1 3 1148 2407 26 20 96.077919 go5 1 32 1 1 4 1184 2401 27 21 95.968956 do5 1 32 1 1 5 1222 2408 53 20 96.823097 yours 1 32 1 1 6 1285 2403 130 22 92.902840 homework.2 1 33 0 0 0 932 2470 590 428 -1 3 1 33 1 0 0 932 2470 590 428 -1 4 1 33 1 1 0 932 2470 590 428 -1 5 1 33 1 1 1 932 2470 590 428 95.000000 2 1 34 0 0 0 981 2917 483 93 -1 3 1 34 1 0 0 981 2917 483 93 -1 4 1 34 1 1 0 982 2917 479 31 -1 5 1 34 1 1 1 982 2917 37 23 90.834885 fas5 1 34 1 1 2 1029 2923 31 15 96.860962 we5 1 34 1 1 3 1069 2924 37 14 80.057083 sees 1 34 1 1 4 1116 2918 34 21 96.459785 thes 1 34 1 1 5 1159 2919 69 21 96.893745 active5 1 34 1 1 6 1237 2926 99 18 95.266914 neurons,5 1 34 1 1 7 1348 2922 113 26 96.811813 Professor4 1 34 1 2 0 984 2950 480 32 -1 5 1 34 1 2 1 984 2950 89 21 96.489258 Wonders 1 34 1 2 2 1080 2956 90 16 95.146469 restates5 1 34 1 2 3 1179 2952 34 21 95.366386 thes 1 34 1 2 4 1222 2959 47 15 95.366386 news 1 34 1 2 5 1278 2961 58 14 96.419243 news5 1 34 1 2 6 1347 2956 66 20 96.344963 we've5 1 34 1 2 7 1418 2958 46 24 96.480377 just4 1 34 1 3 0 981 2982 281 28 -1 5 1 34 1 3 1 981 2982 91 22 96.576996 learned5 1 34 1 3 2 1079 2984 66 22 96.361450 about5 1 34 1 3 3 1154 2986 108 24 0.000000 calcium}2 1 35 0 0 0 982 3026 536 34 -1 3 1 35 1 0 0 982 3026 536 34 -1 4 1 35 1 1 0 982 3026 536 34 -1 5 1 35 1 1 1 982 3026 47 21 96.582474 PW:5 1 35 1 1 2 1040 3027 98 22 94.786858 Calcium5 1 35 1 1 3 1149 3029 59 27 94.952576 helps5 1 35 1 1 4 1219 3035 41 20 96.406990 you5 1 35 1 1 5 1271 3032 118 21 96.037315 remember5 1 35 1 1 6 1400 3032 69 28 92.817108 things5 1 35 1 1 7 1479 3039 39 16 91.277473 too.2 1 36 0 0 0 1547 910 15 40 -1 3 1 36 1 0 0 1547 910 15 40 -1 4 1 36 1 1 0 1547 910 15 40 -1 5 1 36 1 1 1 1547 910 15 40 95.000000 2 1 37 0 0 0 621 217 1310 139 -1 3 1 37 1 0 0 621 217 1310 139 -1 4 1 37 1 1 0 621 217 1310 68 -1 5 1 37 1 1 1 621 217 143 50 93.281914 News 1 37 1 1 2 790 218 85 51 61.675957 :305 1 37 1 1 3 900 219 263 52 96.696678 Wonders 1 37 1 1 4 1185 222 327 54 94.951996 Televisions 1 37 1 1 5 1540 228 391 57 94.951996 Commercial4 1 37 1 2 0 1105 301 341 55 -1 5 1 37 1 2 1 1105 301 341 55 44.592899 “Neurons”2 1 38 0 0 0 1700 520 586 432 -1 3 1 38 1 0 0 1700 520 586 432 -1 4 1 38 1 1 0 1700 520 586 432 -1 5 1 38 1 1 1 1700 520 586 432 95.000000 2 1 39 0 0 0 1702 969 508 31 -1 3 1 39 1 0 0 1702 969 508 31 -1 4 1 39 1 1 0 1702 969 508 31 -1 5 1 39 1 1 1 1702 987 4 3 60.233326 .5 1 39 1 1 2 1726 970 62 25 93.938156 (With5 1 39 1 1 3 1798 970 34 22 93.300537 thes 1 39 1 1 4 1840 969 49 28 84.111816 helps 1 39 1 1 5 1899 970 28 27 88.870712 of5 1 39 1 1 6 1930 978 14 14 88.870712 a5 1 39 1 1 7 1953 971 62 21 93.155151 brain5 1 39 1 1 8 2023 978 63 21 89.960304 prop,5 1 39 1 1 9 2096 973 114 27 96.605385 Professor2 1 40 0 0 0 1711 1004 564 204 -1 3 1 40 1 0 0 1725 1004 520 104 -1 4 1 40 1 1 0 1729 1004 479 24 -1 5 1 40 1 1 1 1729 1004 87 21 94.616287 Wonders 1 40 1 1 2 1822 1004 76 21 94.915474 shares5 1 40 1 1 3 1906 1011 47 14 94.915474 news 1 40 1 1 4 1961 1012 59 14 88.332230 news5 1 40 1 1 5 2030 1006 50 20 96.047539 with5 1 40 1 1 6 2088 1012 64 15 43.516659 mom:5 1 40 1 1 7 2163 1007 45 21 96.307465 that4 1 40 1 2 0 1725 1037 407 28 -1 5 1 40 1 2 1 1725 1037 90 21 0.000000 catciiun5 1 40 1 2 2 1825 1037 60 27 94.019592 helps5 1 40 1 2 3 1895 1037 60 22 95.268990 builds 1 40 1 2 4 1962 1040 75 25 92.263542 strong5 1 40 1 2 5 2046 1039 86 24 16.779129 méndy.}4 1 40 1 3 0 1726 1078 519 30 -1 5 1 40 1 3 1 1726 1078 46 20 94.657730 PW:5 1 40 1 3 2 1793 1078 38 21 93.422729 But5 1 40 1 3 3 1840 1078 35 21 93.422729 did5 1 40 1 3 4 1886 1084 43 21 96.386955 you5 1 40 1 3 5 1939 1079 64 22 96.609138 knows 1 40 1 3 6 2013 1079 15 21 95.968521 it5 1 40 1 3 7 2038 1080 59 27 93.418907 helps5 1 40 1 3 8 2107 1080 59 21 96.960487 builds 1 40 1 3 9 2175 1085 70 23 96.367950 strong3 1 40 2 0 0 1711 1109 564 99 -1 4 1 40 2 1 0 1711 1109 132 24 -1 5 1 40 2 1 1 1711 1109 2 2 14.052231 “5 1 40 2 1 2 1725 1111 70 22 60.712536 avinds5 1 40 2 1 3 1803 1115 40 17 95.489212 too.4 1 40 2 2 0 1723 1151 552 25 -1 5 1 40 2 2 1 1723 1151 94 22 95.481689 SUPER:5 1 40 2 2 2 1836 1152 76 22 96.052116 WITH5 1 40 2 2 3 1922 1153 138 22 95.646645 REGULAR5 1 40 2 2 4 2070 1154 139 22 95.646645 EXERCISES 1 40 2 2 5 2216 1155 59 21 96.469429 ANDA 1 40 2 3 0 1723 1184 263 24 -1 5 1 40 2 3 1 1723 1186 19 19 93.698265 A5 1 40 2 3 2 1751 1184 156 24 93.698265 BALANCED5 1 40 2 3 3 1918 1186 68 22 94.159073 DIET.2 1 41 0 0 0 1678 1214 596 426 -1 3 1 41 1 0 0 1678 1214 596 426 -1 4 1 41 1 1 0 1678 1214 596 426 -1 5 1 41 1 1 1 1678 1214 596 426 95.000000 2 1 42 0 0 0 1666 1812 42 27 -1 3 1 42 1 0 0 1666 1812 42 27 -1 4 1 42 1 1 0 1666 1812 42 27 -1 5 1 42 1 1 1 1666 1812 42 27 95.000000 2 1 43 0 0 0 1648 2480 604 432 -1 3 1 43 1 0 0 1648 2480 604 432 -1 4 1 43 1 1 0 1648 2480 604 432 -1 5 1 43 1 1 1 1648 2480 604 432 95.000000 2 1 44 0 0 0 1686 1664 553 92 -1 3 1 44 1 0 0 1686 1664 553 92 -1 4 1 44 1 1 0 1686 1664 540 29 -1 5 1 44 1 1 1 1686 1680 4 4 76.027740 .5 1 44 1 1 2 1711 1664 116 26 91.953964 (Professors 1 44 1 1 3 1836 1665 84 23 94.912270 Wonder,5 1 44 1 1 4 1931 1666 45 20 96.753960 with5 1 44 1 1 5 1983 1666 34 20 96.750847 thes 1 44 1 1 6 2025 1665 49 27 96.596962 helps 1 44 1 1 7 2081 1667 27 26 96.759315 of5 1 44 1 1 8 2110 1673 59 17 78.270500 mom,5 1 44 1 1 9 2179 1674 47 14 87.879280 con-4 1 44 1 2 0 1710 1697 529 30 -1 5 1 44 1 2 1 1710 1701 74 17 91.291603 structs5 1 44 1 2 2 1790 1703 14 15 87.393295 a5 1 44 1 2 3 1811 1697 159 22 92.161118 demonstrations 1 44 1 2 4 1978 1698 43 21 96.072495 that5 1 44 1 2 5 2030 1698 41 22 95.176071 will5 1 44 1 2 6 2078 1699 61 21 96.775337 allows 1 44 1 2 7 2147 1701 65 26 96.088432 Missy5 1 44 1 2 8 2218 1705 21 17 81.604088 to4 1 44 1 3 0 1709 1730 188 26 -1 5 1 44 1 3 1 1709 1734 36 22 94.068970 gets 1 44 1 3 2 1750 1731 39 20 96.124214 hers 1 44 1 3 3 1794 1730 103 25 20.679962 calcium.)2 1 45 0 0 0 1708 1771 548 56 -1 3 1 45 1 0 0 1708 1771 548 56 -1 4 1 45 1 1 0 1710 1771 546 30 -1 5 1 45 1 1 1 1710 1771 46 21 93.273811 PW:5 1 45 1 1 2 1766 1772 53 21 90.884048 Let’s5 1 45 1 1 3 1826 1778 35 15 96.860451 sees 1 45 1 1 4 1869 1772 55 22 96.893814 what5 1 45 1 1 5 1931 1772 91 28 96.235344 happens5 1 45 1 1 6 2030 1773 60 22 96.460121 when5 1 45 1 1 7 2098 1780 40 20 94.037132 you5 1 45 1 1 8 2147 1775 48 26 96.544823 gives 1 45 1 1 9 2204 1775 52 22 96.652916 them4 1 45 1 2 0 1708 1803 322 24 -1 5 1 45 1 2 1 1708 1803 42 23 94.685944 soft5 1 45 1 2 2 1756 1804 98 22 95.069473 delicious5 1 45 1 2 3 1862 1805 88 22 96.873573 Wonders 1 45 1 2 4 1957 1806 73 21 95.272469 Bread.2 1 46 0 0 0 1666 1812 592 438 -1 3 1 46 1 0 0 1666 1812 592 438 -1 4 1 46 1 1 0 2030 1812 228 27 -1 5 1 46 1 1 1 2030 1812 228 27 95.000000 4 1 46 1 2 0 1666 1839 592 411 -1 5 1 46 1 2 1 1666 1839 592 411 95.000000 5 1 46 1 2 2 2187 2219 71 31 95.000000 2 1 47 0 0 0 1676 2265 511 30 -1 3 1 47 1 0 0 1676 2265 511 30 -1 4 1 47 1 1 0 1676 2265 511 30 -1 5 1 47 1 1 1 1676 2282 2 4 51.433029 .5 1 47 1 1 2 1699 2266 80 24 21.348099 Clnside5 1 47 1 1 3 1788 2267 85 26 64.084198 Missy's5 1 47 1 1 4 1882 2267 62 22 96.080208 brain5 1 47 1 1 5 1954 2274 31 14 96.080208 we5 1 47 1 1 6 1993 2274 37 15 96.202347 sees 1 47 1 1 7 2039 2265 67 30 96.578033 lively,5 1 47 1 1 8 2117 2271 70 19 96.978691 active2 1 48 0 0 0 1698 2301 433 96 -1 3 1 48 1 0 0 1698 2301 433 96 -1 4 1 48 1 1 0 1698 2301 109 29 -1 5 1 48 1 1 1 1698 2305 96 25 90.230530 neurons,5 1 48 1 1 2 1799 2301 8 23 84.010765 )4 1 48 1 2 0 1699 2342 432 29 -1 5 1 48 1 2 1 1699 2342 125 22 0.000000 NEURON:5 1 48 1 2 2 1836 2343 56 21 10.311813 Let's5 1 48 1 2 3 1902 2349 29 21 96.966095 go5 1 48 1 2 4 1940 2349 61 22 96.924942 guys,5 1 48 1 2 5 2011 2345 52 20 96.368004 times 1 48 1 2 6 2072 2350 21 15 96.744247 to5 1 48 1 2 7 2102 2345 29 21 96.528931 do4 1 48 1 3 0 1698 2376 128 21 -1 5 1 48 1 3 1 1698 2376 128 21 90.109802 homework.2 1 49 0 0 0 1743 2475 375 10 -1 3 1 49 1 0 0 1743 2475 375 10 -1 4 1 49 1 1 0 1743 2475 375 10 -1 5 1 49 1 1 1 1743 2475 375 10 95.000000 2 1 50 0 0 0 1804 2572 135 13 -1 3 1 50 1 0 0 1804 2572 135 13 -1 4 1 50 1 1 0 1804 2572 135 13 -1 5 1 50 1 1 1 1804 2572 135 13 0.000000 seadetnere2 1 51 0 0 0 1869 2593 236 57 -1 3 1 51 1 0 0 1869 2593 236 57 -1 4 1 51 1 1 0 1869 2593 236 57 -1 5 1 51 1 1 1 1869 2593 236 57 93.338951 ONDER.2 1 52 0 0 0 1776 2656 348 29 -1 3 1 52 1 0 0 1776 2656 348 29 -1 4 1 52 1 1 0 1776 2656 348 29 -1 5 1 52 1 1 1 1776 2677 4 3 51.694294 .5 1 52 1 1 2 1791 2656 71 29 96.327469 Helps5 1 52 1 1 3 1873 2656 63 24 95.829247 builds 1 52 1 1 4 1946 2663 81 22 95.397751 strong5 1 52 1 1 5 2035 2657 89 23 60.949764 bodies”2 1 53 0 0 0 1707 2926 534 62 -1 3 1 53 1 0 0 1707 2926 534 62 -1 4 1 53 1 1 0 1707 2926 534 28 -1 5 1 53 1 1 1 1707 2926 98 27 96.388786 (Closings 1 53 1 1 2 1815 2933 68 17 96.291634 scene,5 1 53 1 1 3 1896 2929 65 25 96.625778 again5 1 53 1 1 4 1972 2928 48 20 96.353790 with5 1 53 1 1 5 2031 2928 112 25 96.213028 Professors 1 53 1 1 6 2156 2929 85 20 96.811676 Wonder4 1 53 1 2 0 1707 2960 341 28 -1 5 1 53 1 2 1 1707 2960 44 21 78.307114 aad5 1 53 1 2 2 1759 2960 34 21 78.692474 thes 1 53 1 2 3 1805 2961 87 20 78.692474 Nonder5 1 53 1 2 4 1902 2961 68 21 93.203842 Breads 1 53 1 2 5 1980 2962 68 26 52.384411 tago.}2 1 54 0 0 0 1707 3003 540 57 -1 3 1 54 1 0 0 1707 3003 540 57 -1 4 1 54 1 1 0 1708 3003 539 34 -1 5 1 54 1 1 1 1708 3003 46 20 96.127480 PW:5 1 54 1 1 2 1766 3004 29 20 93.183640 So5 1 54 1 1 3 1805 3005 122 23 0.365768 zemember,5 1 54 1 1 4 1938 3005 91 21 93.501953 Wonders 1 54 1 1 5 2038 3004 61 28 93.501953 helps5 1 54 1 1 6 2109 3005 58 21 96.801010 builds 1 54 1 1 7 2177 3009 70 28 93.879082 strong4 1 54 1 2 0 1707 3037 219 23 -1 5 1 54 1 2 1 1707 3037 81 23 96.353149 bodies,5 1 54 1 2 2 1798 3041 39 17 96.079857 ands 1 54 1 2 3 1848 3038 78 21 94.779373 minds!2 1 55 0 0 0 2037 3181 244 44 -1 3 1 55 1 0 0 2037 3181 244 44 -1 4 1 55 1 1 0 2037 3181 244 44 -1 5 1 55 1 1 1 2037 3181 191 43 96.108536 Exhibits 1 55 1 1 2 2241 3183 40 42 96.108536 A VOLUME 133 Decision and Order DECISION AND ORDER The Federal Trade Commission having initiated an investigation of certain acts and practices of the respondent named in the caption hereof, and the respondent having been furnished thereafter with a copy of a draft of complaint which the Bureau of Consumer Protection proposed to present to the Commission for its consideration and which, if issued by the Commission, would charge the respondent with violation of the Federal Trade Commission Act; and The respondent, its attorney, and counsel for the Commission having thereafter executed an agreement containing a consent order, an admission by the respondent of all the jurisdictional facts set forth in the aforesaid draft complaint, a statement that the signing of the agreement is for settlement purposes only and does not constitute an admission by the respondent that the law has been violated as alleged in such complaint, or that the facts as alleged in such complaint, other than jurisdictional facts, are true, and waivers and other provisions as required by the Commission's Rules; and The Commission having thereafter considered the matter and having determined that it had reason to believe that the respondent has violated the Act, and that complaint should issue stating its charges in that respect, and having thereupon accepted the executed consent agreement and placed such agreement on the public record for a period of thirty (30) days, now in further conformity with the procedure prescribed in § 2.34 of its Rules, the Commission hereby issues its complaint, makes the following jurisdictional findings, and enters the following order: 1. Respondent Campbell Mithun LLC is a Delaware corporation with its principal office or place of business at 222 South Ninth Street, Minneapolis, Minnesota, 55402.

2. The Federal Trade Commission has jurisdiction of the subject matter of this proceeding and of the respondent, and the proceeding is in the public interest.

VOLUME 133 Decision and Order ORDER DEFINITIONS For purposes of this order, the following definitions shall apply:

1. "Competent and reliable scientific evidence" shall mean tests, analyses, research, studies, or other evidence based on the expertise of professionals in the relevant area, that has been conducted and evaluated in an objective manner by persons qualified to do so, using procedures generally accepted in the profession to yield accurate and reliable results. 2. Unless otherwise specified, “respondent” shall mean Campbell Mithun LLC, its successors and assigns, and its officers, agents, representatives, and employees.

3. “Commerce” shall mean as defined in Section 4 of the Federal Trade Commission Act, 15 U.S.C. § 44. I.

IT IS ORDERED that respondent, directly or through any corporation, subsidiary, division or other device, in connection with the advertising, promotion, offering for sale, sale, or distribution of Wonder Bread, in or affecting commerce, shall not make any representation, in any manner, expressly or by implication, that:

A. As a good source of calcium, Wonder Bread helps children’s minds work better, or, B. As a good source of calcium, Wonder Bread helps children remember things, VOLUME 133 Decision and Order unless, at the time the representation is made, respondent possesses and relies upon competent and reliable scientific evidence that substantiates the representation. II.

IT IS FURTHER ORDERED that respondent, directly or through any corporation, subsidiary, division, or other device, in connection with the advertising, promotion, offering for sale, sale, or distribution of any bread, bread product, rolls, or muffins, in or affecting commerce, shall not make any representation, in any manner, expressly or by implication, that such product or any of its ingredients, helps brain function or memory, or can treat, cure or prevent any disease or related health condition, unless, at the time the representation is made, respondent possesses and relies upon competent and reliable scientific evidence that substantiates the representation;

provided, however, that a mere statement that the product contains a particular vitamin or mineral shall not, without more, be considered for purposes of this order a representation that the product can treat, cure or prevent any disease or related health condition.

III.

Nothing in this order shall prohibit respondent from making any representation for any product that is specifically permitted in labeling for such product by regulations promulgated by the Food and Drug Administration pursuant to the Nutrition Labeling and Education Act of 1990.

IV.

IT IS FURTHER ORDERED that respondent Campbell Mithun LLC, and its successors and assigns, shall, for five (5) years after the last date of dissemination of any representation covered by this order, maintain and upon request make available to the Federal Trade Commission for inspection and copying: VOLUME 133 Decision and Order A. All advertisements and promotional materials containing the representation including videotape recordings of all such broadcast advertisements;

B. All materials that were relied upon in disseminating the representation; and C. All tests, reports, studies, surveys, demonstrations or other evidence in their possession or control that contradict, qualify, or call into question the representation, or the basis relied upon for the representation, including complaints and other communications with consumers or with governmental or consumer protection organizations. V.

IT IS FURTHER ORDERED that respondent Campbell Mithun LLC, and its successors and assigns, shall deliver a copy of this order to all current and future principals, officers, directors, and managers, and to all current and future employees, agents, and representatives having responsibilities with respect to the subject matter of this order, and shall secure from each such person a signed and dated statement acknowledging receipt of the order. Respondent shall deliver this order to current personnel within thirty (30) days after the date of service of this order, and to future personnel within thirty (30) days after the person assumes such position or responsibilities.

VOLUME 133 Decision and Order VI.

IT IS FURTHER ORDERED that respondent Campbell Mithun LLC, and its successors and assigns, shall notify the Commission at least thirty (30) days prior to any proposed change in its corporate structure that may affect compliance obligations arising under this order, including but not limited to a dissolution, assignment, sale, merger, or other action that would result in the emergence of a successor corporation; the creation or dissolution of a subsidiary, parent, or affiliate that engages in any acts or practices subject to this order; the proposed filing of a bankruptcy petition; or a change in the corporate name or address. Provided, however, that, with respect to any proposed change in the corporation about which respondent learns less than thirty (30) days prior to the date such action is to take place, respondent shall notify the Commission as soon as is practicable after obtaining such knowledge. All notices required by this Part shall be sent by certified mail to the Associate Director, Division of Enforcement, Bureau of Consumer Protection, Federal Trade Commission, 600 Pennsylvania Avenue, NW, Washington, D.C. 20580. VII.

IT IS FURTHER ORDERED that respondent Campbell Mithun LLC, and its successors and assigns, shall, within sixty (60) days from the date of service of this order, and at such other times as the Federal Trade Commission may require, file with the Commission a report, in writing, setting forth in detail the manner and form in which it has complied with this order. VIII.

This order will terminate on April 16, 2022, or twenty (20) years from the most recent date that the United States or the Federal Trade Commission files a complaint (with or without an accompanying consent decree) in federal court alleging any violation of the order, whichever comes later; provided, however, that the filing of such a complaint will not affect the duration of: VOLUME 133 Decision and Order A. Any Part in this order that terminates in less than twenty (20) years;

B. This order's application to any respondent that is not named as a defendant in such complaint; and C. This order if such complaint is filed after the order has terminated pursuant to this Part.

Provided further, that if such complaint is dismissed or a federal court rules that the respondent did not violate any provision of the order, and the dismissal or ruling is either not appealed or upheld on appeal, then the order will terminate according to this Part as though the complaint had never been filed, except that the order will not terminate between the date such complaint is filed and the later of the deadline for appealing such dismissal or ruling and the date such dismissal or ruling is upheld on appeal. By the Commission, Commissioner Anthony recused. VOLUME 133 Analysis Analysis of Proposed Consent Order to Aid Public Comment The Federal Trade Commission has accepted, subject to final approval, an agreement containing a consent order from Campbell Mithun LLC (Campbell), an advertising agency. The proposed consent order has been placed on the public record for thirty (30) days for receipt of comments by interested persons. Comments received during this period will become part of the public record. After thirty (30) days, the Commission will again review the agreement and the comments received, and will decide whether it should withdraw from the agreement or make final the agreement's proposed order.

This matter involves allegedly unsubstantiated representations made on television advertising about the effects of the calcium in Wonder Bread on children’s memory and brain function. Campbell was the advertising agency that created these commercials. According to the FTC complaint, Campbell made unsubstantiated claims that as a good source of calcium, Wonder Bread helps children’s minds work better and helps children remember things. The complaint further alleges that the ad agency knew or should have known that the claims were unsubstantiated.

The proposed consent order contains provisions designed to prevent Campbell from engaging in similar acts and practices in the future. Part I of the proposed order prohibits Campbell from making any unsubstantiated claim (a claim lacking competent and reliable scientific evidence) that as a good source of calcium, Wonder Bread helps children’s minds work better, or as a good source of calcium, Wonder Bread helps children remember things. Part II of the order requires Campbell to have competent and reliable scientific evidence for any claim that any bread, bread product, rolls or muffins or any of their ingredients, helps brain function or memory, or can treat, cure or prevent any disease or related health condition. Part II also provides that a mere statement that a product contains a particular vitamin or mineral VOLUME 133 Analysis will not, without more, be considered for purposes of this order a representation that the product can treat, cure or prevent any disease or related health condition.

Part III of the order notes that this order does not prohibit Campbell from making any claim that is specifically permitted in labeling pursuant to the Nutrition Labeling and Education Act of 1990. Parts IV through VII of the order require Campbell to keep copies of relevant advertisements and materials substantiating claims made in the advertisements, to provide copies of the order to certain of its personnel, to notify the Commission of changes in corporate structure, and to file a compliance report with the Commission. Part VIII provides that the order will terminate after twenty (20) years under certain circumstances. The purpose of this analysis is to facilitate public comment on the proposed order, and it is not intended to constitute an official interpretation of the agreement and proposed order or to modify in any way their terms.

VOLUME 133 Complaint