Remember the Burger King Kids Club? The fast food chain created their own characters, who were often the subject of their children’s meal prizes. There was even a monthly magazine that Burger King handed out that was geared towards kids, meaning you could learn tips on how to save the environment while enjoying your cheeseburger.
These days, fast food is advertised much differently. Burger King still offers meals in smaller sizes, but they can be difficult to find on the menu. And while McDonald’s, one of their largest competitors, still offers small red boxes filled with kids’ fare, the focus has been on healthier choices. In fact, their cheeseburger Happy Meal has been taken off the menu. You can still order it by request, but it’s been cut from the lineup due to calories. Still, that’s not enough for some parents — and one dad, in particular, is especially unhappy about how Happy Meals are promoted to kids.
Antonio Bramante from Quebec has three children and says he visits McDonald’s at least once every two weeks. Since the in-store toys are often at eye-level, it becomes hard to say no to the Happy Meal. Especially since, while out, avoiding a tantrum is something most parents strive for. The issue is so bad that he’s filed a class-action lawsuit against the company for the way they advertise to kids.
Sounds ridiculous, right? No matter what, kids have to eat. So you figure that he’d have to feed his children something if he chose McDonald’s for a lunch or dinner option.
McDonald’s, who have faced their fair share of lawsuits in their history, doesn’t seem too concerned. “McDonald’s Canada has received the ruling and plans to examine it carefully,” McDonald’s said in a statement to BBC News, as per Insider. “We are aware of our obligations under Quebec’s advertising laws and reiterate that we do not believe this class action has merit.”
In Quebec, it’s illegal to advertise to children under 13. So, Bramante thinks that Happy Meals cross a line. The only three exceptions to this strict rule include window displays, magazine advertisements, and promotion for a live children’s event.
Anyone who’s purchased a Happy Meal after November 2013 in one of Quebec’s nearly 300 locations is welcome to join. But still, it seems a little ridiculous if you think about it. Even though Burger King has proven that you can still survive with less promotion towards kids, it kind of takes some of the fun out of dinner.
