McDonald's FACWES COURT FOR USING TOYS TO ENTICE CHILDREN IN

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McDonald's faces court for using toys in 'creepy and predatory plot to entice children into restaurants'
By Sean Poulter, Consumer Affairs Editor
Last updated at 12:04 PM on 23rd June 2010


McDonald's faces being sued for using toys and popular characters such as Shrek in a 'creepy and predatory' plot to entice children into its restaurants.
A powerful US consumer group has given the chain 30 days to drop a tactic it says undermines the efforts of parents to encourage a healthy diet .
The burger chain uses exactly the same controversial tactics in its British stores in a way that also worries parents in this country.


The Centre for Science in the Public Interest (CSPI) says using toys to promote its Happy Meals is 'unfair, deceptive and illegal', under American State laws.
McDonald's insists that it uses toys and popular characters to promote healthy options such as fruit, carrot sticks and organic milk.
However, the CSPI says the reality is that 93% of children who have a Happy Meal walk out with a portion of fries alongside products like burgers and chicken nuggets.
'McDonald’s is the stranger in the playground handing out candy to children,' said the CSPI litigation director Stephen Gardner. '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.'



McDonald’s in the UK is currently offering children toys related to Dreamworks’ latest Shrek movie. Earlier this year it had tie-ups with Alvin and the Chipmunks and Scooby Doo.
Shrek appears on packaging for low-fat milk and Apple Dippers. However, these healthy options actually represent only a tiny proportion of Happy Meal sales on both sides of the Atlantic.
The CSPI said of the 24 possible Happy Meal combinations that McDonald’s describes on its US web site, all exceed 430 calories, which is one third of the 1,300 recommended daily intake for children aged 4- 8 years old. The figures will be similar in the UK.

A Happy Meal consisting of a cheeseburger, French fries, and Sprite has half a day’s calories and saturated fat. It also has around two days of sugar at 35g.
McDonald's in the UK accused the CSPI of misrepresenting its food.
A spokesperson said: 'McDonald's is committed to a responsible approach to our menu, and our Happy Meal offerings. We have added more choice and variety than ever before, a fact that has been widely reported and recognised.
'We couldn't disagree more with the misrepresentation of our food and marketing practices made by the CSPI.
'Happy Meals are right-sized for kids, a concept that has not changed since its introduction decades ago.
'In the UK our Happy Meal choices include Chicken McNuggets made with chicken breast meat or a small hamburger made from 100per cent British and Irish beef, a drink with choices such as bottle of organic British semi-skimmed milk and a choice of small fries or a Fruit Bag. Happy Meals provide quality, safe food options and resonate with parents.
'We are proud of our Happy Meal which gives our customers good food and toys of the highest quality and safety. Getting a toy is just one part of a fun, family experience at McDonald's."
Earlier this year, the chef and children's food champion, Jamie Oliver, paid tribute to the way McDonald's in the UK had improved the nutrition of its menu and its ethical approach to sourcing ingredients.
The CSPI's executive director, Michael F Jacobsen, said: 'Regardless of the nutritional quality of what’s being sold, the practice of tempting kids with toys is inherently deceptive.
'I’m sure that industry’s defenders will blame parents for not saying ‘no’ to their children.
'Parents do bear much of the responsibility, but multi-billion-dollar corporations make parents’ job nearly impossible by giving away toys and bombarding kids with slick advertising.'
Kathryn Montgomery, professor of communication at Washington's American University, said: 'We know from scientific research that young children - and even older ones - do not have the ability to understand how marketing has been designed to influence them.
'In the era of digital marketing, these vulnerabilities are magnified even further. McDonald’s use of these techniques raises troubling questions, for health professionals, parents, and policy makers.'
In May, local council officials in Santa Clara County, California, passed a local law preventing McDonald’s and other restaurants from including toys or other child-oriented incentives with the purchase of unhealthy meals.


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