McDonald’s fined in Brazil for pushing Happy Meals to children

April 22, 2013, Reuters

By Brad Haynes

A consumer protection agency in Brazil has taken aim at the Happy Meal, fining McDonald’s Corp on April 22 for targeting children with its advertising and toys.

The Procon agency in the state of Sao Paulo fined the fast-food company 3.2 million reais ($1.6 million), adding fuel to a global debate about fast food and public health.

As with the case in Brazil, Latin America’s biggest economy, much of the debate centers on how McDonald’s and other fast-food companies market to children and other young consumers.

While the initial fine may have little impact on the world’s largest restaurant chain, the agency said additional citations for similar advertising could arise, more than doubling the cost to McDonald’s. Consumer agencies in other jurisdictions could also soon follow the precedent in Brazil’s most populous state. Continue reading