Liverpool set to ban McDonald's Happy Meals in a bid to cut childhood obesity
Daily Mail (UK)
February 24, 2008
McDonald's Happy Meals are to be banned in Liverpool
over claims they are contributing to the epidemic of
childhood obesity.
The city council is planning to outlaw the meals on the
grounds that they are damaging the heath of children -
particularly as they offer free toys in order to
encourage parents to buy junk food for their children.
The Liberal Democrat-controlled authority claims the
credit for taking the lead in the campaign that led to
the ban on smoking in public places.
Members of Liverpool City Council's Childhood Obesity
Scrutiny Group want a bye-law that would forbid the sale
of fast foot accompanied by toys.
Councillors say the promotional items are used to boost
sales through the "Pester Power" phenomenon - children
pestering parents for Happy Meal toys.
The scrutiny Group has ordered a report from town hall
officials that would pave the way for the bye-law that
would be the first of its kind in the UK.
Lib Dem councillor Paul Twigger said: "The Scrutiny
Group is recommending that a bye-law be enforced to stop
the circulation of free toys associated with junk food
promotions.
"We consider it is high time that cash-hungry vultures
like McDonald's are challenged over their marketing
policies which are directly aimed at promoting unhealthy
eating among children.
"Childhood obesity is a dire threat to the health in
this country and it needs to be nipped in the bud
urgently.
"Children are directly targeted with junk food and
McDonald's use the Happy Meals to exploit Pester Power
of children against which many parents give in.
"In most Happy Meals the toy is sold with a burgers
containing four or five tablespoons of sugar, along with
high-calorie fries and milkshakes.
"These fattening meals are being shamelessly promoted
through free toys and it is clear that it is going to
take legislation to combat the practice.
The most calorific Happy Meal - cheeseburger, small
fries and chocolate milkshake - has 740 kcals, almost
half of children's recommended daily allowance of 1600.
The healthiest meal on the menu comprises carrot sticks,
nuggets, and mineral water, with 200 Kcals.
But Lib Dem Cllr Twigger said: "They know that most
children won't want carrots and water but put them on
the menu to stave off the criticism from health
campaigners."
Toys that have been dished out include the board game
Twister, Top Trump cards and football-related
collectables.
"By offering these toys they are preying on the needs
and desires of children in order to cash-in on the sale
of junk food," said Cllr Twigger, 26.
Healthy eating campaigners are backing Liverpool
council's move.
Food Commission spokesman Ian Tokelove said: "McDonald's
are very skilled at getting children into their
restaurants and know how to tug on the purse strings of
parents.
"But a lot of the food on the Happy Meal menu can put
children health at risk if eaten too regularly."
Sustain spokesman Richard Watts said: "We would support
every effort to stop toys being sold with junk food. It
will be see how Liverpool Council fares.
"We need to take radical action against the massive junk
food-related health problems we have got with child
obesity and heart disease."
In 2004, Liverpool sought a bye-law to ban smoking in
public places and it is widely acknowledged that the
move played a significant role in leading to the ban
imposed last year.
Cllr Twigg believes the new move in Liverpool could
begin locally and lead to a similar nationwide ban.
He said: "The Liverpool smoke-free team had a great
success with their campaign and their ideas played a
massive part in the nationwide blanket ban last year.
"There's no reason why we can't achieve a similar feat."
The plan to impose the bye-law banning Happy Meals will
be put to a Select Committee of Liverpool Council at the
end of the month.