Toddler recognition of McDonald's fuels calls for ad ban

by Alex Donohue, Brand Republic 20-Sep-06, 12:00

LONDON - Calls for the government to ban ads aimed at under-12s are being backed by Labour's left-wing think tank Compass, which claims that 70% of three-year-olds recognise the McDonald's logo, but only 50% know their own surname.

The call was made in the Compass manifesto 'The Good Society', released today. The group said that British children are being damaged by ads, arguing that recognising McDonald's golden arches and other brand icons affects children's long-term health and educational prospects.

The pressure group, which is chaired by Labour MP and political commentator Neal Lawson, said rampant consumerism was partly responsible for a decline in educational standards.

The report said: "[Children] are targeted as consumers with the promises of the fulfilment of their wishes, but they remain relatively powerless and poorly served as citizens with rights."

The Good Society, which is available from Compass website, described the manifesto as "the beginning of a debate about post-Blair politics".

It also states that "rife inequality" is prevalent in the UK, with the richest 1% of the population owning 25% of its wealth, and the bottom 50% having less than 6%.

Compass, which launched in 2003, is inviting people to join the debate through its website.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.