Sarah McKenzie, a mother of two, began questioning one of Kellogg's recent campaigns entitled "Give a child a breakfast". The website promotion featured Kellogg’s Coco Pops which is a high sugar level breakfast cereal. Coco Pops has around .5 teaspoons of sugar per serving. According to the woman the cereal giant "was using child poverty to further its own ends".
McKenzie's post was deleted and she in turn created other posts attacking the censorship. Netmums' co-founder Siobhan Freegard replied to one of these posts and explained that the claims that Netmums is censoring complaints against Kellogg's are unfounded. They reportedly received just two complaints about this latest cereal campaign. In case of Sarah McKenzie her post was initially deleted because it was posted in the wrong category and some additional posts were duplicates as McKenzie ended up double posting her message.
A spokeswoman for Netmums even claimed that Sarah McKenzie works for Netmums' rival Mumsnet but no proof was supplied for this claim once asked. This allegation was denied by Mumsnet and Sarah McKenzie.