"But in terms of the code by which we go to market - it's not telling kids to supersize, we're not selling them, generally, products, in the advertising we do to them"

Jim Cantalupo's quote is referring to the marketing methods used by McDonald's. He is stressing that McDonald's does not motivate children to purchase their products in a careless way. Rather, the company focuses on offering information about their services and products in an accountable manner. This implies that McDonald's does not use tactics such as "supersizing" or other kinds of aggressive marketing to kids. Instead, they focus on offering details about their product or services in an accountable way. This is a fundamental part of McDonald's marketing technique, as it makes sure that kids are not being exposed to irresponsible marketing methods. By following this standard procedure, McDonald's is able to keep a positive reputation with its consumers and guarantee that its products are being marketed in a responsible way.