by Michele Simon and Kelle Louaillier
To call McDonald’s latest advertising campaign aimed at children cynical doesn’t give enough credit to the fast food giant and its ad agency, Leo Burnett. The company says the new series of ads starting this month is part of McDonald’s “nutrition commitment to promote nutrition and/or active lifestyle messages in 100 percent of its national communications to kids.”
Last week, McDonald’s made national headlines when it announced it had allegedly found a work-around to a San Francisco law designed to curb the predatory practice of using toys to lure kids into a lifetime of fast food. But as I wrote for Grist, I am not convinced McDonald’s convenient trick to charge ten cents instead of give the toy away is actually in compliance.
While most media outlets dubbed it the “Happy Meal toy ban,” the ordinance passed in San Francisco last year didn’t ban anything. The law just placed a few reasonable nutrition guidelines (a maximum of 600 calories per meal and limits on fat and salt, for example) for restaurants using free toy incentives to lure kids into a lifetime of bad eating habits. In a rare victory for children’s health, the bill passed despite heavy lobbying by McDonald’s. Read rest at Grist…
This statement was released today by Corporate Accountability International in response to the hearing held this morning in Congress on food marketing to children. See my previous article for more context.
Why is the Federal Government Giving its Stamp of Approval to Ronald McDonald?
By Sara Deon, Value [the] Meal campaign director, Corporate Accountability International
Bowing to industry pressure, the Federal Trade Commission announced today that its final proposed voluntary guidelines to protect children from predatory marketing would not require food corporations to remove “brand equity characters from food products that don’t meet nutrition guidelines.”
When McDonald’s sneezes, the media jumps. Such was the case yesterday when the company announced it was giving the Happy Meal a makeover. Well not really, but that’s how it got reported, because the media loves simple stories. But when it comes to marketing and PR by multinational corporations, nothing is ever that simple.
I just returned from a 2-day meeting in Brussels. I was asked to participate with other experts from around the world (mostly from Europe) to address the problem of cross-border marketing of unhealthy food to children. In the age of satellite TV, the Internet, and other technologies, one country’s standards may be insufficient to protect children from being exposed to junk food marketing. Because the meeting was not open to the general public, I cannot share all of what was discussed (the standards are still in draft form), but I can highlight a couple of presentations made to a larger group of “stakeholders.”
When it comes to food, everybody’s got an opinion. Same goes for parenting. Mix the two together and you’ve got the makings of a culture war. Witness the recent scuffle between Sarah Palin and Michelle Obama over the White House’s rather tame Let’s Move campaign aimed at ending childhood obesity.
So last month, when the Center for Science in the Public Interest announced it was filing a class action lawsuit to stop McDonald’s from using Happy Meal toys to market to children, the fierce and ugly backlash against the mother of two who was brave enough to attach her name to the case was predictable.
Continue reading →
This time of year, it’s customary to look back and capture the most important historical moments. And all things considered, 2010 was a pretty good year. So in that spirit, here are my top 5 gains in food policy. (They are in no particular order.)
On election day, while most of the nation was distracted with the mid-term election, another vote was taking place in San Francisco City Hall. The Board of Supervisors approved an ordinance to place limits—based on specific nutrition criteria—on how toys are marketed by restaurants in the city and county of San Francisco.
I am not a fan of any sort of “awareness” month as I find the concept trivializes important health issues. Are we only supposed to care about heart disease, diabetes, etc, during that one month of the year? And I rarely see anything of substance come from the month-long activities, just the usual ineffective educational campaigns, instead of meaningful public policy reforms. Plus many issues tend to crowd themselves into certain months, so it all becomes background noise. September is one such month. Among other causes (e.g., “cholesterol education”), September has been proclaimed “Childhood Obesity Awareness Month” by Congress and President Obama. Continue reading →
