Should McDonald's be allowed to put toys in their Happy Meals.
The Center for Science in the Public Interest (CSPI) is suing McDonald's to remove the toys. Claiming that childhood obesity rates have more than tripled in the last 30 years. McDonald's claim that the Happy Meal does have a more healthy option: chicken McNuggets with low fat caramel dip, apple dippers and low fat milk. Still the Washington-based consumer advocacy group stated that many children opt for the less healthy option. Further study shows that McDonald's staff automatically serve the hamburger and fries to the kids without mentioning the
healthy option.
Say "No" in Santa Clara
Already, California's Santa Clara County voted in 2010 to ban restaurants from giving away toys with high-calorie meals. The problem with the toys according to the CPSI is that kids will nag parents to get the meals because of the toys.
First Amendment
McDonald's is defending their position based on the First Amendment. However, the CPSI claims that the free speech clause does not give companies a blank check to
advertise deceptively to individual groups especially children.
Brilliant Marketing Campaign
Ever since the first Happy Meal was sold in 1979, McDonald's has released thousands of varieties of toys. They also earn advertising revenue by marketing movie and Disney promotions. In 2005, Disney celebrated their 50th Anniversary by releasing a special edition toy comprised of Mickey, Minnie, Goofy, Pluto, and others. Today, Happy Meal toys are popular
collectors items. A 11-year old kid recently sold his 7,000-piece collection at an auction in England for
$11,000 US.
Too Many Empty Calories
A 2006 study by the Journal of Pediatrics shows that the average child consumed up to 165 calories more than needed and some teens took in as many as 1,000 calories more each day than needed. A recent article in the Journal of the American Dietetic Association states that kids are not only eating more, but they are getting empty calories -- food that are high in calories, fat, or sugar, but low in nutrition.
Should Big Government Regulate?
Supporters of
consumer advocacy groups state that the government should step in to protect groups against such vices as obesity, smoking, drinking, etc. Marketers in general will try to push their products zealously -- that's their job. The job of consumer advocacy groups and the government is to keep them in check. Thus we should not allow companies to advertise as they wish, right.
Touted for Ethics
McDonald's touts that it has recently received an A+ rating at the Better Business Bureau for its "proven record of trustworthiness and ethics in its customer-related business practices."
Socially Responsible?
Researchers have proof that children are drawn to meals associated with toys.
They further state that companies are offering these toys as a form of marketing to lure children to purchase the meals.
The key issue here is whether this is deceptive. Because children do not yet have the reasoning to understand unfair marketing. "The
American Academic of Pediatrics considers advertising to young children to be inherently deceptive and exploits children under the age of 8 years."
Exercise is the Antidote
Meanwhile, advocates of McDonald's claim that the best way to fight childhood obesity is
more exercise and less time spent watching TV or playing video games.
Should advertising fast food to children be illegal? Certainly, there are many questionable cases. But what is the government's role? The FTC, FCC and
BBB already have their hands full of deceptive marketing claims. They cannot tackle every one of them. And when it affects critical issues like childhood obesity, consumer watchdogs and even the American public are now stepping up to the plate to pinch hit.
In 1964, Phillip Morris refreshed the image by putting him in mythical Marlboro country. In 1971 cigarette ads were banned from TV, but the vivid image of the rugged cowboy smoking a cigarette endured.
