The World: Chicago - Fast-food giant drops report card sponsorship deal

McDonald's has dropped its sponsorship of report cards for 27,000 primary school children in Seminole County, Florida, after an outcry by parents.

The Chicago-based burger giant had been offering children free food prizes for good grades.

However, the initiative sparked a complaint by a parent to the Campaign for a Commercial-Free Childhood. During the resulting PR offensive, the School Board of Seminole County received 2,000 protest calls.

Last summer, McDonald's joined Kraft Foods and Burger King as signatories to the Better Business Bureau's Children's Food and Advertising Initiative. All the companies have agreed to curb advertising to children and focus on healthier options.