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products, are also available in their outlets. McDonald’sMalaysia also shared that they have not advertised on TVto children since July 2007.Hong KongMcDonald’s has adopted the following principles to:• Communicate to children balanced food choices thatfit within a child’s nutritional needs.• Use licensed characters and properties to encourageactivity and balanced food choices for children to makefood, such as fruit and vegetables, fun to eat.• Promote to children positive messages that supporttheir well-being, body, mind and spirit.• Provide the nutritional information of food to helpparents and families make informed food choices.More specific information from McDonald’s includeschanges to the Happy Meal menus, such as adding thefollowing items to the menu, including Qoo White GrapeJuice Drink, Qoo Soya Milk, Hi-Calcium Mango FruitYogurt and Hi-Calcium Low fat Milk.Leaflets containing product nutritional information areavailable at McDonald’s stores. The information is alsoprinted on the company’s tray mat and posted on thecompany website. However, some of this informationsuch as the tray mat is only available after the purchasehas been made.Marketing tactics we discoveredChildren’s meal with free toyIn all countries that provided information on McDonald’s,the “Happy Meal” menu offers food aimed specifically atchildren and a free collectible toy. It includes less healthyoptions. There is usually a number of different toys tocollect within a set range which lasts for a certain periodof time before changing to a different range. During theresearch period, Happy Meals included Power Puff Girls,Naruto and Angel Blue collectible toys. Created byJapanese designer Narumiya, the Angel Blue line ofclothes features cartoon-like characters in pastel coloursthat are popular with young girls and teenagers. Narutois a Japanese manga series with an anime adaptation.The main character, Naruto Uzumaki, is a hyperactive,unpredictable, adolescent ninja who constantly searchesfor recognition and aspires to become a Hokage, theninja in his village that is acknowledged as the leader andthe strongest of all.Children’s clubsIn Malaysia, McDonald’s mascot, Ronald McDonald has achildren’s club called the “Ronald McDonald Kids’ Club”.By joining the club, members are eligible for discountsand privileges from McDonald’s and their partners, whichrange from theme parks to kids’ gym memberships.Members can also participate in fun activities and eventsorganised by McDonald’s plus a free quarterly newslettercalled “Red Shoe News”. In its latest promotion for theKung Fu Panda movie, McDonald’s is offering its clubmembers a chance to redeem two free movie tickets bycompleting a redemption form complete with a HappyMeal receipt.McDonald's "Kung Fu Panda" movie tie-ins in MalaysiaCelebrity endorsementsMcDonald’s have used popular celebrities in thePhilippines, like Sharon Cuneta and her daughters plusworld-boxing champion Manny Pacquiao and his twosons to endorse some of their products. Also Kris Aquino,presenter of the popular TV show “Deal or No Deal”, dida commercial spoof of the show called “meal or nomeal”. All these celebrities are well known and idolisedas role models for children.Another McDonald’s celebrity endorsement features apopular young actress Angel Locsin, who endorsedMcDonald’s summer ice cream treats in the “SummerColours of Love” promotion. She is particularly popularwith children after starring in a number of super heroroles such as Darna (Wonderwoman) and Mulawin(Winged Humanoids).TV advertisingIn Hong Kong, McDonald’s advertise their Happy Mealson mainstream television channels during weekdayafternoons (after school hours) and weekend morningsand afternoons. Usually the advertisements are aboutchildren playing with the Happy Meal toys, particularlythe Naruto and Angel Blue collectibles.McDonald’s was also found to advertise its products onchildren’s channels in India and Thailand.20 The Junk Food Trap
Sports-themed competitionsIn conjunction with the 2008 Beijing Olympics,McDonald’s is currently running the “McDonald’sChampion Kids Challenge” for children below the age of14 in many parts of Asia, such as in Thailand and inMalaysia. Contestants compete in the challenge andthree winners will be selected to represent their countryat the 2008 Olympic Games in Beijing, China.Sponsorship of children’s sporting activitiesin schoolsMcDonald’s Malaysia has a programme for youngchildren called “Fitness Fun” with Ronald McDonald,which is aimed to encourage young Malaysian children tolive a healthy and balanced lifestyle. Ronald McDonald isthe central character in the programme, teaching childrenabout good nutrition and fitness. The "Fitness Fun" showis performed free for lower primary schools andkindergarten premises. Those intending to have Ronaldvisiting them at their schools have to make reservationswith McDonald’s on a first-come first-served basis.McDonald's "Fitness Fun" promotion in MalaysiaMcDonald’s Champion Kids Challenge inThailandInteractive websitesMcDonald’s has interactive websites in the countriescovered by this research. Malaysia’s website has a link tothe Happy Meal website at www.happymeal.com whichis highly interactive, providing children with various kindsof activities, information, and updates on their latestnews. Children can play online games, mind puzzles, andalso get sport tips. There are also colourful guides thatteach children to create origami artworks, build 3D cars,design badges and even mix music.McDonald’s website in India features a fun zone link,http://www.McDonald’sindia.com/funzone/, which allowschildren to play games and download wallpapers andscreen savers.Nestle´Information gathered in Fiji, Hong Kong, India, Malaysia,Philippines and ThailandWhat’s in the products?Many of Nestlé’s breakfast cereals that areaimed at children are high in sugar, includingKoko Krunch (37.9g of sugar per 100g) andHoney Stars (37.4g of sugar per 100g).Nestlé also produce the MILO range, aimed atchildren, which includes the MILO Energy Bar,which is high in saturated fat and in sugar(25.3g saturated fat per 100g and 50,4g sugarper 100g). The MILO chocolate drink contains22.5g of sugar per 100g.McDonald’s ‘American Idol’ tie-in from MalaysiaPolicy on marketing to children and tacklingobesity/nutritionNestlé was comprehensive in its replies to all CI memberswith the exception of Fiji. A summary of all responses isprovided below.Evidence for action21
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Page 5: ContentsExecutive summary _________
Page 8 and 9: We believe that the substantial bod
Page 10 and 11: INTRODUCTIONThe food trapThe obesit
Page 12 and 13: When is a product ‘high in fat, s
Page 14 and 15: • Interactive websites - There is
Page 16: Interactive websitesCoca-Cola has a
Page 19: In school marketingKFC in Malaysia
Page 23 and 24: TV advertisingIn the Philippines, N
Page 25 and 26: Overview ofgovernment policiesAll g
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Page 30 and 31: APPENDIXAbout the reportOur researc
Page 32: Endnotes1International Journal of P

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