Corporate Accountability International Targets Fast-Food Toys

Corporate Accountability International (CAI) has issued a May 2012 report that purportedly aims “to help parents, community residents, health professionals, activists, youth and others take action to safeguard their communities’ health against the abuses of global fast food corporations.” Outlining four policy approaches intended to reduce the “harmful influence of fast food corporations,” the report advocates (i) school policies that would curb fast food marketing to children, (ii) zoning laws that would reduce industry influence “in communities, hospitals and other institutions,” (iii) limits on “fast food promotions that target children,” and (iv) a reduction in public subsidies “for fast food corporations… as a means of leveling the playing field for businesses that sell healthier food.”

To these ends, the report supplies 20 specific action items that call for, among other things, prohibiting toy giveaways in children’s meals and encouraging the Federal Trade Commission and state attorneys general to crack down on “unfair and deceptive advertising campaigns.” In addition, CAI provides instructions for drafting local ordinances and building support among community opinion leaders. “Fast food corporations are always ready to strike back. Corporations are already seeking to preempt legislation restricting giveaways,” claims the policy guide, which offers strategies for anticipating and defeating preemption efforts. “Each year, fast food corporations spend more than a half billion dollars advertising fast food meals to children. Marketing, especially to children, has proven to be a hugely successful tactic for the industry, which will continue to lobby for the right to bypass parents to reach children directly.”