"Cheerios can lower your cholesterol 4% in 6 weeks," is the claim. The commercial has been bugging me a bit, and now it seems the FDA is warning General Mills off of that particular line of advertising.
The statement and add are not false. The implication is really that Cheerios does something that other cereals won't. That bugs me. Soluble fiber can lower cholesterol. Oats are particularly high in soluble fiber. Cheerios contain oats, and that soluble fiber, and, therefore, lower cholesterol. Of course, so will granola, or oatmeal, or any other oat containing cereal.
I think the FDA warning is a bit iffy too, though it is most likely due to the specific 4% in 6 wks claim, which is troublesome, as someone switching from oatmeal to Cheerios would likely have higher cholesterol than if they stayed on oatmeal.