The last thing McDonald’s or any like corporation wants to see is a strong, activist government protecting consumers, whether or not they’re capable of adult judgment or are habituated (a harsher word is “addicted”) to self-destructive products.

Self-regulation may be immediate, non-threatening and magical, but it doesn’t work. A study published earlier this week in the Archives of Pediatrics and Adolescent Medicine by Dr. Lisa Powell and other researchers at the University of Illinois at Chicago tracked changes in exposure for all food, beverage and restaurant TV ads seen by kids from 2 to 11 years old, from 2003 to 2009. It found that, overall, daily exposure to the ads declined but the percentage among companies that had pledged to self-regulate was higher than those that didn’t. And in 2009, 86 percent of these ads still featured unhealthy foods.

What’s worse? Self-serving self-regulation or toothless guidelines set by an agency that appears to be complicit in maintaining the status quo? Hard to say. What’s better is having grass roots movements that drive agencies toward real regulation.