McDonald’s CEO has rejected cutting back on advertising to children, saying on Monday that a new program of promoting physical activity was the right thing to do.
McDonalds, who has been criticized for contributing to an increase in childhood obesity by selling food high in fat and calories, has in recent years focused less of its children’s marketing dollars on selling Big Macs and french fries and more on advocating for kids to be physically active.
Many food and restaurant companies have been pressured to cut back on marketing to children.
“The idea that some people would have us go dark on communications to kids is a mistake because the communication needs to be positive,” McDonald’s CEO Jim Skinner said in a telephone interview, adding that he was “very happy” with where his company’s marketing is today.
Skinner said he also takes issue with critics of the company’s mascot, Ronald McDonald. Some have compared McDonald’s clown to Joe Camel, the Camel cigarette mascot pulled from ads after drawing the ire of regulators for appealing to children.
“Ronald McDonald has never sold food to kids in the history of his existence,” Skinner said.
Sourece: [Reuters]
| 18 Responses to “McDonald’s CEO Rejects Call For Less Marketing To Kids.” | |
| Phil Says: | |
| July 17th, 2007 at 9:51 am | |
Television advertisements ARE NOT making our kids obese! I have two boys who are both members of the tween market (8 and 11 year olds) and I frequently check in on what they are watching on TV. To the best of my knowledge, I have not seen a single food advertisement suggesting to my kids that they consume the product at an unhealthy rate. The minute I witness such an advertisement, I’ll join the bandwagon advocating severe restrictions on junk food advertising to kids - but I highly doubt that will ever occur. It is OK to have a few cookies and potato chips (or a McDonald’s meal) if they are consumed in moderation and as part of a healthy diet. So, no one should blame food advertising if kids are eating whole packs of cookies or eating McDonald meals every day - it’s not their fault. Food companies may be easy targets and have big bulls-eyes painted on their corporate logos, but at the end of the day it’s not their responsibility to control the nutritional intake of our children. We, as parents, must assume that responsibility despite our hectic lifestyles. Read more about this on my blog at: http://getfitkids.blogspot.com/2007/07/food-fight-band-wagon-and-questionable.html |
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| LouG Says: | |
| July 17th, 2007 at 1:05 pm | |
What I resnt most about McDonalds is how they hide behind a pretense of being kid friendly while in reality continuing to provide unhealthy food choices for all consumers. They do the bare minimum, like list ingredients oe offer salads (but with dressings that outweigh a BigMack and Fries). What’s so hard about offering both? Let consumers have a real “Heathy” choice. Like a Whole Wheat bun on a canola oil grilled “real” chicken breast? I know, dumb question. Corporate Profit always beats Moral Integrity. |
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| How to Keep Your Kids From Getting Fat: Let McDonald's Parent Them For You, Apparently Says: | |
| July 18th, 2007 at 9:38 pm | |
[…] long term debate between the chain and its loyal (unwilling?) customer base. Jim Skinner (CEO) has fended off the attacks (temporarily) with the promise of a pro-activity […] |
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| Phil Lawler Says: | |
| August 1st, 2007 at 9:35 am | |
Every since the childhood obesity epidemic started, I have said 95% of the publicity and the solutions have focused on food. The entire nation has spent several years and billions of dollars focusing on calories in……it is time the nation spends the next several years focusing on calories out. Check out “Phil’s Blog” at www.pe4life.org |
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