Corporate Accountability International: SF Considers Voting Toys Out of Unhealthy Meals

Ordinance would curb giveaways linked to range of diet-related health conditions

SAN FRANCISCO, Sept. 27 /PRNewswire-USNewswire/ -- Today the San Francisco Board of Supervisors Land Use Committee will hold a hearing on an ordinance to limit toy giveaways in children's meals that have excessive calories, sodium or fat, making it the first city in the nation to consider such action.

Similar action was taken in Santa Clara County this spring in an effort to address the  prevalence of childhood obesity, and accompanying increases in diet-related children's health conditions, such as type 2 diabetes, that are confronting cities across the country.

Since the introduction of the McDonald's Happy Meal in 1979, such giveaways have been a primary vehicle for marketing junk food to kids. Each year, fast food chains sell more than a billion children's meals with toys to children ages 12 or younger.

"Our children are sick. Rates of obesity in San Francisco are still troublingly high, and among children of color in particular. Restaurants in San Francisco should be providing healthful food choices for our families," said ordinance sponsor Supervisor Eric Mar. "This is a challenge to the industry to think about children's health first."

McDonald's and its competitors pump hundreds of millions each year into toy promotions and other forms of predatory marketing to kids because the return on investment is high... for them, at least. Children up to age 12 command $40-50 billion in directing purchasing power, and influence another $670 billion in family purchases each year.

The downsides are the direct implications for children's health. Reducing even one form of predatory marketing – TV advertisements, for instance – could reduce the number of overweight kids by nearly 20 percent.

"Though McDonald's and its competitors could spare the health of millions in the years ahead, by losing the mascots, the toys, and other gimmicks that hook kids on unhealthy food for a lifetime, they are instead taking the low road," said Kelle Louaillier, executive director of Corporate Accountability International. "But the public relations shell game is wearing thin with a public hungry for solutions and fed-up with spin."

Corporate Accountability International's recent report, Clowning with Kids' Health analyzes how the industry avoids accountability for its role in today's epidemic. For one, fast food chains have defended giveaways and other predatory marketing by claiming they are increasingly offering "healthier" options (such as apple dippers with a sugary caramel dipping sauce). Not only is "healthier" a relative term, a recent survey reveals that the "healthier" options are seldom the default option on the menu – a parent must explicitly ask for them. The toys are always included.

"This is an important win for both our children's health and for parents. Every day our children are bombarded with toy giveaways and other promotions," said Lesley Golkin, a San Francisco parent. "It's time global fast food giants stopped undermining our ability to do what's best for our kids. We don't need their 'help' in informing our children's diet."

Contact:  Christina Rossi, 617-306-0920, [email protected]

SOURCE Corporate Accountability International