"The lawsuit asserts that under California's consumer protection laws, McDonald's toy advertising is deceptive. It targets children under 8 years old who don't have the ability to understand advertising. "Little kids don't know the difference between a program and a commercial," says CSPI's Executive Director Michael Jacobson. The Institute of Medicine and the Supreme Court have said as much. But the real concern for the group, and for parents, CSPI says, is that McDonald's advertising makes kids beg their parents to buy food that's high in calories, sugar, fat and salt, which contributes to obesity. "Marketing to kids is an end-run around parental control," says Stephen Gardner, CSPI's director of litigation."