They’re cute, they make noise, they might even get your kid to eat his breakfast, but boost immunity? The FTC says not so much.

For the second time in a year, Kellogg’s has been put on the hot seat for its cereal related health claims. This time, Kellogg’s claimed that because Rice Crispies contains “25 percent Daily Value of Antioxidants and Nutrients — VItamins A, B, C, and E,” eating a bowl would boost a child’s immunity. While it may be true that consumptions of these vitamins can help with boosting a child’s immunity, there’s no scientific proof that those vitamins, as contained in Rice Crispies, boost immunity.

This claim comes on the heels of Kellogg’s being shredded over claims it made in April that its Frosted Mini-Wheats were clinically shown to improve children’s attentiveness by nearly 20 perfect. In fact, only half the children in the clinical study had improved attentiveness and of them, only 1 in 9 showed a 20 percent improvement.

Despite Kellogg’s official statement about its “long history of responsible advertising,” it has fallen off the the clinical studies wagon in the past. 3 years ago, the company was also cited for advertising that eating two bowls of Kellogg’s Special K was clinically shown to help you lose weight. In fact, the clinical studies were related to the consumption of milk, not cereal, and thus, the better way to achieve the weight loss results advertised was simply to drink the milk.

Oh Kellogg’s, nice try, but honestly, it’s cereal, snap out of it!

Practice Note: Companies often try to make claims using scientific data from third party sources. While such claims are not illegal to make, clients should be counseled that the overall impression conveyed by the ad must be substantially the same as the scientific results revealed. In many cases, therefore, disclosures must be made in the ad to assure its truthfulness.