News

Campaign launched to curb Happy Meal marketing tactics

August 4, 2010

The Campaign for a Commercial-Free Childhood launched a crusade this week demanding that McDonald's stop using Marvel comic book heroes to market its Happy Meals.

The letter-writing campaign comes on the heels of a lawsuit threat made in June by the Center for Science in Public Interest over McDonald's use of toys in the meals.

In July, McDonald's CEO Jim Skinner responded to the threat, saying it was inflammatory, misinformed and frivolous.

According to the Baltimore Sun, the Campaign for a Commercial-Free Childhood claims that although McDonald's pledged not to advertise kids' meals with more than 600 calories, that promise falls short. Although healthier alternatives - such as apple dippers - are available, 93 percent of Happy Meals are ordered with high-calorie french fries.

The U.S. Centers for Disease Control and Prevention reports that almost 30 percent of Americans are obese. The CCFC organization believes bad habits are forming early, in part, because of toy marketing.

From the story:

“McDonald’s is the stranger in the playground handing out candy to children,” Stephen Gardner, the group’s litigation director, said. “McDonald’s use of toys undercuts parental authority and exploits young children’s developmental immaturity — all this to induce children to prefer foods that may harm their health. It’s a creepy and predatory practice that warrants an injunction.”