McDonald's responds after Happy Meal ban report

by Jacquie Bowser, Brand Republic 27-Feb-08, 12:40

LONDON - McDonald's has rejected suggestions that it markets 'junk food' to children, after Liverpool City Council held discussions about banning Happy Meals on the grounds that they damage children's health.

Earlier this week, proposals from Liverpool City Council's Obesity Scrutiny Group were picked up by the Daily Mail. They included looking into passing a bye-law that would ban the sale of McDonald's Happy Meals.

The Scrutiny Group discussed the possibility of banning fast food products that are accompanied by toys, claiming that they increase the appeal of junk food and encourage parents to buy it for their children. A council spokesman confirmed the story to Brand Republic.

The fast-food chain said it was unable to respond directly to the council's proposals, as there was little detail available at present, but that it was a responsible advertiser and adhered to all current Codes of Practice.

A spokesperson for McDonald's said: "Mums and dads tell us they're happy to bring their children to our restaurants, as they are in charge of what their children order.

"So we've been helping by making nutritional information available on packaging, trayliners and on our website, and by putting children's favourite characters such as 'Shrek', 'Scooby Doo' and 'Bee Movie' on foods such as fruit bags, carrot sticks and milk to encourage children to have more of these type of five-a-day items in their diet."

She added that McDonald's has worked hard to reduce levels of fat, salt and sugar in items such as Chicken McNuggets, fries, sauces and buns; as a result today's average Happy Meal is 40% lower in salt, 28% lower in sugar and 21% lower in saturated fat than five years ago.

The spokesman for the council said the scrutiny group was looking into the possibility of imposing the ban, but that it was only an idea at this stage and it was not clear whether it was in fact possible.

He said: "We're not saying that kids shouldn't eat fast food. We're saying it's about balance."

The ban would be the first of its kind in the UK.