Organization petitions McDonald's to shut down HappyMeal.com

 
Oct. 7, 2013

Another organization has created a campaign to get McDonald's to stop marketing toward kids. Campaign for a Commercial-Free Childhood drafted a letter addressed to McDonald's CEO Don Thompson asking him to shut down the brand's HappyMeals.com website.

The organization has stated its belief that "all marketing to young children is deceptive, but it's even more exploitative when advertisements masquerade as fun and games." HappyMeals.com, the group believes, does just that.

The letter to Thompson reads:

"Dear CEO Thompson,

HappyMeal.com is a cornerstone of McDonald's strategy to manipulate children and sell them on a lifetime of junk food. Every pixel of the website is designed with one intent: to hook kids on the McDonald's brand.

All marketing to young children is inherently deceptive, but it's even more exploitative when advertisements masquerade as fun and games.

It's time to put an end to McDonald's targeting children online. We call on you to shut down HappyMeal.com."

In less than a week, the petition has generated close to 1,000 signatures.

Read more about marketing and branding.


Topics: Marketing / Branding / Promotion , Online / Mobile / Social


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