First of all, I think CCFC went a little overboard with Mcdonalds, although I can see why they're doing it. If you care to read what i've posted below you'll see what drives them (their mission statement) and a quick summary regarding research I did on children and their learning environment (I studied more about violence and aggression specifically although I gleamed some general information as well).
Here is CCFC's mission statement:
<spoiler=Campaign for a Commercial Free Childhood>
ABOUT CCFC
Who we are
Campaign for a Commercial-Free Childhood is a national coalition of health care professionals, educators, advocacy groups, parents, and individuals who care about children. A project of Third Sector New England in Boston, CCFC is the only national organization devoted to limiting the impact of commercial culture on children. CCFC?s staff and Steering Committee are activists, authors, and leading experts on the impact of media and marketing on children. Most of us are also parents.
Our mission
CCFC?s mission is to reclaim childhood from corporate marketers. A marketing-driven media culture sells children on behaviors and values driven by the need to promote profit rather than the public good. The commercialization of childhood is the link between many of the most serious problems facing children, and society, today. Childhood obesity, eating disorders, youth violence, sexualization, family stress, underage alcohol and tobacco use, rampant materialism, and the erosion of children?s creative play, are all exacerbated by advertising and marketing. When children adopt the values that dominate commercial culture?dependence on the things we buy for life satisfaction, a ?me first? attitude, conformity, impulse buying, and unthinking brand loyalty?the health of democracy and sustainability of our planet are threatened. CCFC works for the rights of children to grow up?and the freedom for parents to raise them?without being undermined by commercial interests. [/spoiler]
So.. they don't seem like bad people really in my opinion. They just care about kids and their exposure to the media. Is this a problem? It could be (think about smoking ads and if you have a kid, whether you want them seeing that? That's the kind of thing the CCFC is against).
A few years ago I did a study for college about how violence and aggression can affect a child's development. To make a long story short, my research turned up some more general info such as:
- A child's learning environment shapes who they are (that is, they mimic adults, such as their parents, tv shows, other peoples behavior -- they're always watching)
- Advertising may be a problem (or maybe not depending on your point of view) because it enforces things like stereotyping (obvious ones like boys like blue, girls like pink), and shapes our children which affects our nation down the road. It's worth paying attention what they're being taught.
- To the best of my knowledge aggression can only increase, as a child plays sports, violent or competitive video games, etc.
- There is correlation suggesting a link between increased aggression levels and violence