OAK BROOK Ill. McDonald’s Corp. has decided to remove advertising from report cards distributed to elementary school students in Seminole County, Fla.
The move comes about a month after a parent complained about the image of Ronald McDonald on the report card jacket, which also carried an offer of free Happy Meals to students with good grades, behavior or attendance.
“It was McDonald’s decision to remove our trademarks from the report card jackets in Seminole County, Fla., because we believe the focus should be on the importance of a good education,” company spokesman William Whitman said in a statement.
The Campaign for a Commercial-Free Childhood had demanded that McDonald’s stop advertising on report cards. Director Susan Linn said on Thursday the organization was “pleased” with McDonald’s decision.
“This is a good day for parents and children in Seminole County and anyone who believes that corporations should not prey on children in schools,” she said in a statement.
Report cards in the school district have contained advertising for the past 10 years, with sponsors picking up the cost of their printing. McDonald’s paid $1,600 in printing costs for the current school year.
McDonald’s is one of the major food marketers that joined the Council of Better Business Bureau’s Children’s Food and Beverage Advertising Initiative and signed pledges to change the way they advertise to children 12 and younger. McDonald’s pledge took effect on Jan. 1.