The World: Chicago - Fast-food giant drops report card sponsorship deal

Campaign 25-Jan-08

McDonald's has dropped its sponsorship of report cards for 27,000 primary school children in Seminole County, Florida, after an outcry by parents.

The Chicago-based burger giant had been offering children free food
prizes for good grades.

However, the initiative sparked a complaint by a parent to the Campaign
for a Commercial-Free Childhood. During the resulting PR offensive, the

School Board of Seminole County received 2,000 protest calls.

Last summer, McDonald's joined Kraft Foods and Burger King as
signatories to the Better Business Bureau's Children's Food and
Advertising Initiative. All the companies have agreed to curb
advertising to children and focus on healthier options.