Sparks flew this morning on NBC’s Today Show as the debate raged about the power of media advertising and whose responsibility it is to control or manage the messages that children see and hear daily. In one corner stood advertising mogul and opinionated talk show host Donny Deutsch. In the other corner was equally opinionated Dr. Susan Linn, Instructor in Psychiatry at Harvard Medical School and co-founder of the national coalition Campaign for a Commercial-Free Childhood.

At the center of the debate was a study reported on CNN. The study, conducted by Stanford researcher Dr. Tom Robinson, presented research showing that McDonalds Corporation (MCD) marketing can trick the taste buds of pre-schoolers. It found that to a preschooler, anything sold in a McDonalds package tastes better – including carrots (not on the McDonald’s menu).

The study is a powerful demonstration of how advertising can influence children. While I did not go to Stanford, I think I already knew this.  What parent doesn’t?  I don’t think as a parent of young children, I ever passed a McDonalds restaurant when one of my kids did not ask to stop for a Happy Meal that included chicken McNuggets. And it is not just McDonalds. SpongeBob SquarePants pillow cases, back packs and swim trunks fill my house too.

What is a parent to do? Based on what I saw this morning, according to Dr. Linn, as a parent I should immediately start lobbying to restrict advertising to children. Forget, saying “no” to my children and explaining why there is more to nutrition than meals with toys or discussing and teaching how to make an informed consumer decision.

I nearly stood up and applauded Donny Deutsch in this segment. Deutsch argued that taking away the rights of parents to filter, control, teach and take responsibility for their children is a far worse solution than a half-baked solution that calls for the government to control how, when, who and what advertising is okay and is not okay for children. In his words, “it is a very slippery slope.” 

To be clear, while I stand with Deutsch on this - I am an anti-McDonald-ite and support better nutrition for kids. Since my family sat down together and watched “Super Size Me” (as encouraged by my teenage son who had seen it in class at school), I have not eaten two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame-seed bun. My kids have been right there with me. Nary a chicken McNugget or tasty McDonald’s fry has touched their lips for nearly three years. My three sons - at the time - five years old, nine years old and 14 years old, have learned to make better food choices. Sure, they still eat fast food (and so do I) but we broke the lock McDonald’s had on us.

is with those such as Dr. Linn that believe that the answer to this and other societal problems lies with anyone and everyone but the individual. It is easy to blame corporations, media, the government, politicians, etc for all that is hard or difficult in our lives. But in the end, my personal choice – my informed decision is what I have to live with. I can make an informed decision because I am an adult and capable of such.  Children cannot, and thus the importance of caring parents and family that can teach. Dr Linn’s attack on business, media and the rights of parents is indeed as Deutsch put it, “a slippery slope.” According to activistcash.com, Linn wrote,

“commercial speech should not be protected under the First Amendment."

The author of the study, seems to have a more reasoned outlook. From physorg.com:

"I have tremendous trust that the private sector will find a way to offer better products and still make a profit," said Robinson, "but we've seen a lot of promises go by the wayside over the years. No one is going to propose we totally stop industries from promoting their products. But there is a very good argument for regulating and limiting marketing to children."

Pradeep Chintagunta, a University of Chicago marketing professor (my B-school Alma mater), brought the Chicago school of thought to the argument, stating that a fairer comparison might have gauged kids' preferences for the McDonald's label versus another familiar brand, such as Mickey Mouse.

"'I don't think you can necessarily hold this against' McDonald's, he said, since the goal of marketing is to build familiarity and sell products."

He noted that parents play a strong role in controlling food choices for children so young.

The debate, solicited strong comment from a variety of viewers that used the NBC Today AllDay blog to voice their opinion. The vast majority of comments fell on the side of parents, not government, patrolling what messages reach children and more importantly the impact these messages have on their children.

From Trudy Johnson, Temple, Texas

“Children under the age of 12 may prefer McDonald's food because they've been brainwashed by the advertisers.  But parents are ultimately the ones who go to the restaurant and buy the food for them."

TerrieP.From, Waukesha, Wisconsin

“Of COURSE kids can identify the golden arches and prefer food wrapped in them. That's what GOOD advertising does, and McDonald's does it best…..That's not bad marketing, that's GOOD marketing. And good marketing doesn't make children obese! Those who want to blame this on McDonald's need to get a grip and realize we live in a consumer-driven, capitalistic society. Good branding is part and parcel to our free-market system.  No "good marketing" can undermine my (or anyone else's) parental control. That's just nonsense.”

From Shelly Keller, Topeka KS

“Don't take away my responsibility as a parent and make the decision for me.”

J. B. Carlsbad, NM

“The very idea that television and marketing has more influence over what children eat than a parent is ludicrous. A child may whine and beg to go to McD's but it is ultimatly up to the adult to make the decision on what they can and can not have.”

The irony was not lost on many that the segment that followed the McDonalds debate showed Olympic Gold Medalist and World Record Holder, Michael Phelps wearing a shirt emblazoned with the Golden Arches and another sponsor. Yikes, I hope my sons won’t be brainwashed into becoming an Olympic swimmer!