The National Gay and Lesbian Chamber of Commerce recently issued a statement that it’s severing all ties to McDonald’s, but it’s not because they turn away transgender job applicants, because they scream “faggots” at gay patron or even because their food tastes like microwaved cardboard. Rather, it’s because the gay ad running in France portrays the company as LGBT friendly, when they’re not really… well, not in America anyway.
In a letter they’ve since pulled from their site, the NGLCC called the French ad “blatant geographic pandering to the LGBT community… while McDonald’s has continued to distance itself from the LGBT segment in the United States. To allow people to believe that McDonald’s is the kind of partner portrayed in this ad would be a complete failure on our part to serve as an honest and trusted resource for LGBT people and our families to help make informed decisions in the marketplace.”
McDonald’s once faced an anti-gay boycott from the so-called American Family Association for making a contentious donation to the NGLCC. They have also acknowledged gay sluts in their American print advertising, so it’s not fair to call the company flat out anti-gay; but that’s not what the NGLCC is saying. They’re saying that the Fry Kids are nowhere near as gay friendly as their ad would like you to believe and that the NGLCC would rather have nothing to do with Micky D’s than help contribute to the illusion that they are progressively gay friendly.
NGLCC issued their statement before McDonald’s COO made his horrible promise never to release gay friendly ads in the US, but his statement merely proved their point. B-Net writer Carol Tice summed up the issue thus: “It’s a cautionary tale on what can happen when a company doesn’t back up their marketing position with real action in stores and in the community. A company can’t really position itself as a little gay-friendly, but only around the edges.”