Children's Report Cards: McDonald's New Marketing Platform

Tuesday, January 29, 2008 by: Stephanie Ann Whited
Tags: children's health, fast food, junk food marketing

eTrust Pro Certified

Most Viewed Articles
Popular on Facebook
BACK INTO THE CLOSET: Why U.S. reporters are not allowed to write about rainbow events in nations where being gay is still condemned
Depopulation test run? 75% of children who received vaccines in Mexican town now dead or hospitalized
A family destroyed: Six-month-old dies after clinic injects baby with 13 vaccines at once without mother's informed consent
INVESTIGATION: Three days before Dr. Bradstreet was found dead in a river, U.S. govt. agents raided his research facility to seize a breakthrough cancer treatment called GcMAF
BAM! Chipotle goes 100% non-GMO; flatly rejecting the biotech industry and its toxic food ingredients
BOMBSHELL: China and America already at war: Tianjin explosion carried out by Pentagon space weapon in retaliation for Yuan currency devaluation... Military helicopters now patrolling Beijing
ECONOMIC SLAVERY FOR ALL: While we were distracted with the Confederate flag flap, Congress quietly forfeited our entire economic future via fast-track trade authority
March Against Monsanto explodes globally... World citizens stage massive protests across 38 countries, 428 cities... mainstream media pretends it never happened
GMO crops totally banned in Russia... powerful nation blocks Monsanto's agricultural imperialism and mass poisoning of the population
SCOTUS same-sex marriage decision may have just legalized the concealed carry of loaded firearms across all 50 states, nullifying gun laws everywhere
Nearly every mass shooting in the last 20 years shares one surprising thing? and it's not guns
Vicious attack on Dr. Oz actually waged by biotech mafia; plot to destroy Oz launched after episode on glyphosate toxicity went viral
Holistic cancer treatment pioneer Dr. Nicholas Gonzalez dies suddenly; patients mourn the loss of a compassionate, innovative doctor who helped thousands heal from cancer
Pepsi drops aspartame from diet soda as consumers reject toxic sweetener
Bride of Frankenfood: Hillary Clinton pushes GMO agenda... hires Monsanto lobbyist... takes huge dollars from Monsanto
STATINS RED ALERT: Widely prescribed drugs act as cellular poisons that accelerate aging... deactivate DNA repair... promote diabetes, muscle fatigue and memory loss
Mind control through emotional domination: How we're all being manipulated by the "crisis of the NOW"
Wild eyes and bowl cuts: Why do mass shooters always share the same hair styles and crazed zombie stares?
(NaturalNews) McDonald's paid the $1,700 tab for Seminole County, Florida's report card jackets in exchange for a coupon, featuring Ronald McDonald, on the card's cover (1, 2). With good grades and attendance, the coupon can be redeemed for a free Happy Meal.

This appears to violate the Children's Food and Beverage Advertising Initiative, which McDonald's joined last year (3). Created by the Better Business Bureau, the initiative "provide(s) companies that advertise foods and beverages to children with a transparent and accountable advertising self-regulation mechanism." Members are not allowed to advertise at schools and cannot place materials in editorial or entertainment content.

Did McDonald's find a loophole? The report cards are sent straight to the home and may not be easily classifiable as editorial or entertainment. The first compliance review will be in three years. We might have to wait until then for the verdict.

The coupons put parents in a tough spot; a mother in the Seminole school district resented 'being the bad guy' that had to deny her daughter the meal (4). The mother made the right decision; pairing rewards from doing well at school with unhealthy food is a dangerous combination. The child may only want to do well at school if this same reward is granted, a reward that probably jeopardizes her wellbeing in the long run. It is a safe assumption to believe that the unhealthier a child is, the worse he or she will do in school.

The type of food eaten definitely makes a difference in school performance. A study shows that eating a breakfast with whole grains, like oatmeal, beats eating cold cereal or no breakfast at all (5). This is probably due to its high protein and fiber, and its gradual rise of glucose levels.

McDonald's is scarce on nutritional qualities. McDonald's still bleaches all of its grains used, eliminating any good components of its breads. Bleaching most bread creates a poison called alloxon, which has produced diabetes in lab animals, a pretty good sign it is not safe for humans (6).

McDonald's has added "healthy" choices to its menu, but these choices are only deceptively healthy, and contain colors and preservatives that have been determined to be detrimental to a human's health (7).

McDonald's defended its happy meals, citing that a child could choose a low calorie Happy Meal of Chicken McNuggets, apple dippers, and low fat milk (8). The combination may be low calorie, but it contains MSG, food coloring, and sodium benzoate (9, 10). Check here for McDonald's ingredients ( . Most children would probably want the even unhealthier choices, anyway.

McDonald's is not the only party to blame in this recent event. According to the, school board officials call the report card promotions a "business partnership" (11). The school must refrain from calling the promotion an advertisement, because the Seminole School Board has rules against advertising in its schools.

For schools to find these kinds of "partnerships" beneficial, there must be a lack of funds. If schools were properly paid for and funded, they would not be turning to corporations to print report card jackets.

For more information on the effect of marketing & advertising to children:

* Campaign for a Commercial Free Childhood (

* Common Sense Media (

* Effects of Fast Food Branding on Young Children's Preferences (

* (

* Media & Obesity (


1. (

2. (

3. (

4. (

5. (

6. (

7. (

8. (

9. (

10. (

11. (

About the author

Stephanie Whited is an independent researcher dedicated to spreading awareness about health news, proven alternative treatments, and unsafe mainstream products. She maintains her own blog at, and her personal site can be found at .

Follow real-time breaking news headlines on
Children's health at
Join over four million monthly readers. Your privacy is protected. Unsubscribe at any time.
comments powered by Disqus
Take Action: Support by linking back to this article from your website

Permalink to this article:

Embed article link: (copy HTML code below):

Reprinting this article:
Non-commercial use OK, cite with clickable link.

Follow Natural News on Facebook, Twitter, Google Plus, and Pinterest

Colloidal Silver

Advertise with NaturalNews...

Support NaturalNews Sponsors:

Advertise with NaturalNews...


Sign up for the FREE Natural News Email Newsletter

Receive breaking news on GMOs, vaccines, fluoride, radiation protection, natural cures, food safety alerts and interviews with the world's top experts on natural health and more.

Join over 7 million monthly readers of, the internet's No. 1 natural health news site. (Source:

Your email address *

Please enter the code you see above*

No Thanks

Already have it and love it!

Natural News supports and helps fund these organizations:

* Required. Once you click submit, we will send you an email asking you to confirm your free registration. Your privacy is assured and your information is kept confidential. You may unsubscribe at anytime.