The "cheeseburger bill," as it has been dubbed in Congress, has just recently passed in the House of Representatives, subsequently halting anyone from blaming their obesity on fast food. Now, with perfect timing -- and fast-food chains off the hook -- a new promotional campaign leaves us questioning once again, who really shoulders the blame for obesity in our nation?
In a stroke of pure marketing genius, McDonald's announced plans last week to partner with video-game giant Nintendo and their partner Wayport, a leading provider of high-speed Internet access, to offer free gaming within over 6,000 of their restaurants across the United States. Beginning Nov. 14, the pair will offer access to a new wireless service, providing gaming titles such as Activision's Tony Hawk's American SK8Land and Mario Kart to owners of the Nintendo DS mobile gaming system.
"We know that video games and McDonald's can serve as an attractive combination for our customers," said Nintendo's Beth Llewelyn.
Both sides appear to think that introducing a pairing of McDonald's food with Nintendo was the next logical step in a world where wireless and internet networks seem to be taking over just about everything.
"Nintendo is a pioneer in providing a new way for their customers to play the games they want to while away from home or the office," said Dave Vucina, CEO of Wayport, "and McDonald's is the perfect venue based on their ubiquity and accessibility."
Clearly fast-food and video games weren't bad enough on their own. Children will now be even more attracted to eat under the golden arches, where they can engage in both the consumption of high-calorie food while continuing their sedentary lifestyles, the two leading causes of obesity.
Despite statistics from the American Obesity Society, which state that one in three children are currently overweight, and that obesity in children aged six to eleven has doubled over the past 20 years, we continue to be blind -- or at the very least apathetic - to the effects of such advertising.
So, do we blame ourselves or the fast-food corporations?
In 2002, two teenage girls from the Bronx sued McDonald's, basically blaming their exceedingly obese bodies on the food they consumed. The lawsuit was thrown out of court a year later but the controversy didn't end there.
Morgan Spurlock's documentary "Super Size Me," triggered by the case, graphically demonstrated the foul effects of a fast-food diet, implying that corporations and effective advertising deserve much of the blame for obesity in children and adults alike. With the support of doctors and nutritionists, Spurlock attempted to raise awareness about the control these billion dollar corporations have over what we eat.
In response to the negative publicity, a new wave of healthier foods appeared on fast-food menus, including Wendy's fruit bowls and McDonald's yogurt parfaits and fruit and walnut salads. Yet it is hard to believe that these newly available foods will have a significant effect on anyone's eating habits.
Really, what kid will pass up a happy meal and toy for a fruit and yogurt parfait? And for that matter, what adult goes to a McDonald's, Wendy's or Burger King truly craving a grilled chicken salad with fat-free dressing?
McDonald's is not responsible for its consumers' choices. We must take on some responsibility for our actions. Children may eat too much junk, play too many video games and continue to gain weight, however that is a choice and the responsibility for these actions ultimately lies on whoever is taking care of them.
But as long as corporations don't care about how their actions affect consumers, who am I to argue if someone wants to order a side of Mario Kart with their Big Mac?
Photo: Courtesy of Matthew Messina, from the RMBERS' Instagram page
