The Australian Competition and Consumer Commission said Cereal Partners Australia paid the fine after being accused of making false or misleading representations about the protein in certain brands of Uncle Toby’s oats.

The watchdog claimed packets of Uncle Toby’s Quick Sachets oats and its Traditional Oats suggested the breakfast favourites contained a significant amount of protein.

While the packets also featured a disclaimer – “when prepared with [1/2 or 2/3] cup of skim milk” – they were in fine print below the misleading statements.

“While the ACCC acknowledges that oats have many health benefits, on their own they are not high in protein, contrary to the representations made about these Uncle Toby’s products, ACCC chairman Rod Sims said in a statement on Thursday.

“Business should be aware that a fine print disclaimer is insufficient to correct or qualify a prominent representation on packaging or in advertising that is false or misleading.”

AAP