NAD ENDS INVESTIGATION OF KFC HEALTH CLAIMS

Chicken Chain's Ads Already off the Air

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NEW YORK (AdAge.com) -- Ending its investigation into KFC's much-derided claims that eating fried chicken is a healthy alternative, the National Advertising Division of the Council of Better Business Bureaus today said the fast-food chain agreed to discontinue making those statements in its ads.

NAD, the advertising industry's

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self-regulatory forum, said KFC dropped ads launched in October in which the marketer promotes eating fried chicken as part of a healthy, balanced diet. The ads went off the air Nov. 20.

NAD investigated two commercials that were part of what KFC said was an effort to "set the record straight" about fried chicken. When the investigation began, KFC told NAD the commercials were discontinued and would not be aired in the future. NAD determined that the ads' fine-print disclaimers ("A balanced diet and exercise are necessary for good health") did not sufficiently provide appropriate nutritional information or qualify the commercials' health-related claims.

'Balanced diet'
In a statement, KFC said: "To set the record straight, KFC stands by the claims in its ads and that its Original Recipe fried chicken can be part of a balanced diet. The ads had run their course and we have no plans to run them again. KFC did not agree to discontinue any specific product claims regarding our fried chicken. We appreciate the NAD's decision to conclude their inquiry into this matter."

The campaign was created by Interpublic Group of Cos.' Foote Cone & Belding Worldwide, Chicago.

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