December 8th, 2011

McDonald's Fined $1.8 M in Brazil for Happy Meal Toy Giveaway

By Laurel Wentz

McDonald’s is being fined $1.8 million by the government of Sao Paulo for giving away toys with Happy Meals, following a complaint by a consumer defense group, reported Brazilian trade publication Meio & Mensagem, Ad Age’s editorial partner in Brazil.

The Instituto Alana, a Brazilian nonprofit, claimed that the free toy with a McLanche Feliz ("Happy Meal” in Portuguese) “distorts values” and encourages “unhealthy eating habits” among children. The institute’s Children and Consumption Project filed a complaint with Procon-SP, part of the Sao Paulo government’s Department of Justice and Defense of Citizens.

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