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McDonald's was fined by a consumer protection agency in Brazil for targeting children in advertisements for Happy Meals in the amount of 3.2 million reais (US $1.6 million). And though the amount may not make much of a dent in the fast food giant's pocketbook, the agency leveling the fine could issue additional citations should the firm persist in the offensive practices.
"There's no need to appeal as they do to children without the maturity or the rationality to enter the market as consumers," said an agency representative. The penalty is the latest in a series of increasingly aggressive tactics by Brazilian regulators, who recently have cracked down on large firms for perceived consumer abuses. In recent months, phone companies and private health plans have all been penalized for violation of consumers.
Here at home, a judge threw out a lawsuit against Happy Meal marketing. U.S. regulators have urged companies to voluntarily end food advertising to children unless they are promoting healthy fare, but typically, industry groups are putting up a fierce fight - Surprise! In calculated cooperation, McDonald's has added apples and reduced the amount of french fries in its children's Happy Meals, but insist on keeping the free toy. They also began listing calorie information on menus throughout the United States before the national rule requiring same.
(thanks to The American Journal of Transportation)What do you think?
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