HEALTH-E NEWS: Reading between the lines: Not such ‘happy meals’ By Health-e News
A book or a toy. That’s the option South African children now get when their parents pay for a Happy Meal at a McDonald’s store. But this is yet another form of advertising to children, according to public health experts and civil society.The promotion is the meal, [offering a book] is still a mechanism, although slightly different, to get children or their parents to buy the meal.
Feeley says that adults only need to eat one fast food meal a week to increase their body mass index over a period of time., gives customers the option to choose between the traditional toy or one of 12 story books written by acclaimed author and illustrator Cressida Cowell. The South African leg of the book programme kicked off in March with a— including celebrities such as Gail Mabalane, Unathi Nkayi and renowned storyteller Gcina Mhlope being in attendance.
The South African advertising industry uses a self-regulation system, governed by the independent Advertising Regulatory Board and its When asked whether it sees this marketing campaign as unethical because it targets children, McDonald’s South Africa says the book campaign “celebrates the joy of reading”. “[It] forms part of our commitment to families and is thoughtfully designed with not just kids but families in mind.”
They also analysed the use of persuasive marketing techniques and assessed the nature of the food product according to the WHO Regional Office for Europe Nutrient Profile Model standards. The study also found that these advertisements often contain persuasive marketing are aired during peak viewing hours for children.The effects of advertising are pretty clear. If you incentivise somebody to buy a product, they’ll buy the product and consume it,” Feeley explains.
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