A Beef Over Ads On Report Card Covers

Group Says Kids Are Bombarded By Too Many Pitches And McDonald's Ad Is "New Low"

(AP)  An Orlando parent said she was appalled when her 9-year-old daughter brought home her report card cover and it contained an advertisement for McDonald's promising free Happy Meals for good grades, attendance and behavior.

Her complaint prompted the Boston-based child advocacy group, Campaign for a Commercial-Free Childhood to demand Wednesday that McDonald's immediately stop the report card advertising in the Seminole County School District.

"The promotion takes in-school marketing to a new low," said Susan Linn, the co-founder and director of the campaign, who said she had not contacted the restaurant chain or the school district. The group issued its demands in a news release.

"Children's lives are just saturated with advertising and marketing. Schools should be commercial free space," Linn said. "It bypasses parents and targets children directly with the message that doing well in school should be rewarded with a Happy Meal."

Regina Klaers, a spokeswoman for the district, said school officials are not aware of the group's demands and only had a complaint from one parent.

"We haven't seen the press release. We can't respond to it," Klaers said.

She defended the practice, saying advertisers have sponsored the report card jackets for more than a decade because it saves the district money.

McDonald's paid $1,600 to print 27,000 jackets for elementary school report cards. Before that, Pizza Hut printed the covers for the past 10 years, she said.

The School Board will revisit the issue in the spring when it considers who will sponsor next year's covers, she said.

The issue came to light last week when Susan Pagan's daughter, Cathy, a fourth-grader at Red Bug Elementary School, brought home her report card and wanted to get a free Happy Meal because she earned good grades.

Pagan told her daughter, "Our family does not eat at fast food chains," Pagan said. "And, now I'm the bad guy."

Pagan said she complained to school officials in an e-mail about the advertising and received a telephone call from Superintendent Bill Vogel. She said he told her that she was the only person who complained and he noted that McDonald's offers some healthy alternatives.

With the emphasis on healthier eating and problems with childhood obesity, she said she thought the advertising was inappropriate.

She contacted Linn's group in Boston.

"I'm outraged that McDonald's is trying to exploit my daughter's achievement - and that the Seminole County School Board would help facilitate this exploitation."

Pagan said she is not opposed to fast food, but she said there are professional and appropriate ways in addressing sponsorship and "not directly bombarding our children with this marketing."

In a statement, William Whitman, a McDonald's USA spokesman, said, "This is a local program in Seminole County, Florida, that promotes academic excellence and rewards academic achievement. It is supported by the School Board of Seminole County and widely supported by the local community."

"McDonald's does not advertise in schools. However, we continue to support education initiatives in the communities we serve," the statement said.

He noted the Happy Meal choices include Chicken McNuggets made with white meat, hamburgers, cheeseburgers, apple dippers, apple juice and low-fat milk.

Campaign For A Commercial-Free Childhood is a national coalition of health care professionals, educators, advocacy groups and concerned parents who are trying to counter what they claim is the harmful effects of marketing to children.

[displeased]

I would rather be rewarded with money. Is receiving a happy meal really a reward? I think that''s more like punishment.

As far as advertisement, it is ridiculous how we can''t turn our heads without seeing some kind of logo. McDonalds has always targeted children. That''s what they do best...

[klingon69]

We usually punish those who make bad grades or show bad conduct.

[klingon69]

What''s wrong with rewarding good grades or conduct?

[jboxton]

"Campaign for a Commercial-Free Childhood"

ARE YOU KIDDING ME??!! You bored fat soccer moms have WAY too much time on your hands. I can''t believe there are groups like this out there. I guarantee not one of them ways less than 175lbs. Lighten up.

[grammawhamma]

This has been going on for years already. My kids are in their 20''s now. When they were in grade school McD''s gave out free meals for A''s on their report card. It didn''t kill my kids...they are all normal weight and healthy.

Lighten up people...I would guess you are the same parents that won''t let your kids eat Halloween candy once a year either.

[oldperson2]

I can certainly understand this woman not wanting to give her child a Happy Meal. She made a good decision but then lost my respect by wanting everyone else to be forced to follow weather they want to or not.Even though I''m sure she had the best intrests of others at heart, that''s just not what freedom and democracy are all about. It''s obvious from the crowds at the fast food joints that there are many who don''t agree with her. Also unless she feeds her family only totally organic and free range foods, she is filling them with chemicals, salt, and sugar.

[lewiston14]

Im Burger king fan myself. One whopper and one fry with a glass of water once a year. Remember a while back they did it on an industry wide scale that they injected their fresh chickens with some sort of a chicken broth and a small portion of that chicken had more salt in it they an order of fries. Sounds like a small town and they maybe need the help with costs if they had handled it correctly rather then a happy meal how about a low fat milk and a cookie or a cup of fresh fruit or a salad Pizza hut doing it for ten years? There is nothing low fat in a pizza. That has to be a million times worse. Ad%u2019s are questionable especially in a school but some good could have come out of it if done well. Teaching the child the value of getting good grades and eating right. All things that taste good are not necessarily bad for you. I think ill skip the all natural fresh chicken. Lew

[rushman71]

Just the sight of the double arches alone makes you think of McDonalds, and allows your subconscious thoughts rise towards eating more burgers and fries. These big industries really don''t care about the health issues towards our children averaging more in weight today than it was 20 years ago. Why do you think it took so many years to realize that trans-fat within the food they served would cause the children of today to live a more unhealthy life. It''s the money these corps are after. And, no, Bush is not behind this, so back off, liberal pugs!!!

[logicanada]

It would be nice if the parents rewarded the good grades with a nice healthy home cooked meal and some one-on-one time with the child.
Good diet makes for clear thinking and better grades.
Kids full of sugar and fat can''t concentrate as well as well fed kids.

[johnstossel]

That''s right McDonald''s; get them hooked on your sh1;t
food while their young. Good little marketing geniuses. Happy Meal $2.99 Heart Attack Priceless

[extremophil]

I always like a little whine with my Happy Meal.