McDonalds Sets the Record Straight

Hypocrites and Public Nuisances

Every so often a corporate will stand up for its shareholders, facing down society's nannies. It is always encouraging to see. In the US, the Centre for Science in the Public Interest, an uber-nannying organization devoted to the promulgation of rules and regulations after its own image, has received a principled slap-down from McDonalds, the fast food chain.

Last month the Centre for Science in the Public Interest threatened to sue McDonalds.

The group called the use of toys to entice kids to eat Happy Meals "unfair and deceptive marketing" that "is illegal under various state consumer protection laws."

"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," the group's litigation director, Stephen Gardner, said at the time. "It's a creepy and predatory practice that warrants an injunction."

Our own uber-food-nanny, Dr Robyn Toomath who ostensibly is a mouthpiece for the US organization in New Zealand chimed in here as well to add its bit to "protect" us all:

Outside the continent, in New Zealand, the anti-obesity campaigner Robyn Toothmath has welcomed the idea, saying that there are existing proofs and studies that children are attracted to meals accompanied with a toy.

“We’ve had good evidence of this over the years … very successful toys have increased the sales of McDonald’s happy meals – many fold – over the weeks that these toys have been on sale” Toothmath said.

(Its staggering to think that Toomath is turned to as the only non-US campaigner to be asked to give an opinion on this stupid eructation by the Centre for Science in the Public Interest in the US.  Toomath's views have been commented on previously at Contra Celsum. She represents the case for comprehensive, extreme state-nannying, building the case upon a foundation of alleged parental impotence and incompetence.)

In any event, the CEO of McDonalds, Jim Skinner put the "do-gooders" and wowsers firmly in their place:

Forget it, McDonald's CEO Jim Skinner said, defending Happy Meals in the written response sent to the Washington, D.C.-based group. "Internet sites, blogs and network surveys suggest that public opinion is running overwhelmingly against your premise," Skinner wrote. "Our customer websites and phone lines at McDonald's are also busy, with more than nine out of 10 customers disagreeing with your agenda."

The strong public response is uncommon for the company, whose dominance in the fast-food industry makes its a target of a range of activist groups. "CSPI is wrong in its assertions, and frivolous in its legal threats," Skinner said, calling the group's claims "over-the-top rhetoric."

Then came two knock-out blows:

"CSPI's twisted characterization of McDonald's as 'the stranger in the playground handing out candy to children' is an insult to every one of our franchisees and employees around the world," Skinner wrote. "When CSPI refers to America's children as 'an unpaid drone army," you similarly denigrate parents and families, because they are fully capable of making their own decisions. You should apologize."

"Parents, in particular, strongly believe they have the right and responsibility to decide what's best for their children, not CSPI," he wrote. "It's really that simple."

Indeed. It really is that simple. In the meantime, Toomath continues to talk up the merits of banning Happy Meals in New Zealand. The idea that a ban on Happy Meals is needed to protect parents from being undermined and overwhelmed by their children, who are allegedly transformed into voracious, insatiable Happy Meal carnivores by McDonalds's creepy packaging of toys with their food is risible. Skinner is right. McDonalds is not in loco parentis. Nor, let it be said, is CSPI, nor Toomath, nor her ilk.

Those who truthfully respect parental authority will be insisting on parental responsibility from beginning to end. Well done, McDonalds. It's years since we graced your doors to partake of your fare, but we think a congratulatory celebration is in order. We will round up the kids this evening and hit the town.