Last month a lone Florida woman gave McDonald’s a migraine over her 9-year-old daughter’s report card. It was adorned with a promotion promising a free Happy Meal to students who earned good grades in academics, attendance or citizenship.
The story received both national and international coverage in newspapers and on TV and had blogs buzzing. Children’s advocacy groups and others urged McDonald’s to end the program.
The mom, Susan Pagan, was angry because she didn’t think that McDonald’s should be marketing to children, especially in schools. What she likely didn’t know was that the fast-food chain was one of 11 — now 13 — major food companies that in November 2006 voluntarily agreed amid much fanfare to step up self-regulation regarding kids under age 12.
One of the principles outlined in the Council of Better Business Bureaus’ Children’s Food and Beverage Advertising Initiative specifically states that the signees may not advertise food or beverages in elementary schools.
But the pledge, which goes into effect Jan. 1, covers only McDonald’s national advertising. More than 75% of its restaurants worldwide are owned and operated by franchisees and affiliates.
Hence, franchisees in Seminole County, where the report card promo is running throughout the 2007-2008 school year — are not required to comply with the pledge. Meanwhile, McDonald’s Web site says it “remains committed to franchising as a predominant way of doing business.”
“This is a local action that McDonald’s didn’t control or approve,” says Elaine Kolish, director of the CBBB initiative.
Local or not, McDonald’s has an obligation to ensure that its franchisees follow the pledge. McDonald’s made a commitment to refrain from advertising to children in elementary schools. To apply that only to its national advertising would be rather sneaky.
McDonald’s USA spokesman Bill Whitman explains the company’s position: “It is our intent to abide by the spirit of that pledge and that means we have every intention of being consistent in our national, as well as our local advertising with respect to how we market and how we conduct campaigns focused on children.”
But he contradicts himself by adding, “That doesn’t mean we will walk away from our relationships with schools,” including elementary schools. “It is McDonald’s intent to continue those relationships and build on [them].”
Can McDonald’s really have it both ways?
To be fair, schools rely on and value business partnerships that provide financial support to improve learning conditions. The Seminole franchisees underwrite the $1,500 to $1,700 per year it costs for the report card promotion.
“We have more than 900 business partners that are vital to the success of the school district,” says Bill Vogel, superintendent of Seminole Public Schools. “The budgets are getting tighter and tighter.”
But parents are already up in arms about in-your-face fast-food ads aimed at kids. People like Pagan are no longer just complaining to a neighbor across the fence. They’re going to politicians and organizations that can advance their cause.
Pagan contacted the Campaign for a Commercial Free Childhood, which issued a press release that started a cascade of press, including stories in The New York Times, Chicago Tribune and the Times of London, as well as coverage on national network television, such as Fox News and Good Morning America Weekend.
Oddly, Pizza Hut sponsored the same report card for 10 years without incident. It wasn’t until Pagan spoke out that moral questions were raised publicly. It’s a stark indicator of the fine line marketers must walk when trying to reach children.
Send your comments to Patricia Odell at [email protected].
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