First they came for the Cheerios and I did not speak out because I did not eat Cheerios...

As part of its ongoing effort to ensure that food companies do not engage in speech that has not heretofore been approved by the proper authorities, the Federal Trade Commission (FTC) is cracking down on Rice Krispies’ outrageous claims that vitamins are good for you.

Specifically, the FTC objects to claims Rice Krispies “now helps support your child’s immunity,” with “25 percent Daily Value of Antioxidants and Nutrients – Vitamins A, B, C, and E.”

While there are plenty of studies that suggest such a link exists, it’s important to note that none of these researchers has demonstrated with convincing evidence that they are FTC Chairman Jon Leibowitz. 

According to Leibowitz, he took the action to ensure that:

"Next time, Kellogg needs to stop and think twice about the claims it's making before rolling out a new ad campaign, so parents can make the best choices for their children."

And by “best” choices parents can make for their children, he means the choices parents would make for their children were they as smart as he is.

But that really only makes sense.  What with his extensive liberal arts background and 20+ years on the public payroll, Leibowitz is uniquely qualified to decide what nutritional information cereal makers should be allowed to present to the general public, most of whom do not have B.A.s in American history never mind any experience working for the government.

(Although if current trends persist, government work experience might become a whole lot more common.)

Leibowitz was particularly offended (pdf) in that he had already chastised Kellogg for claiming that Frosted Mini-Wheats increased children’s attentiveness. This, according to Chairman Leibowitz was “untrue.”

Well, not untrue in the sense that it was false, more that it was untrue in the sense that it wasn’t true in the precise manner and form he prefers. 

Sure, we suppose you could permit parents the opportunity to lay out four bucks on a box of cereal to determine for themselves whether or not Frosted Mini-Wheats helps with their children’s attentiveness or simply allow them to use their own judgment regarding the health claims made by clearly self-interested food manufacturers, but Chairman Leibowitz prefers to take a more progressive, modern approach to governance:

J.