Lobbyists for the popular fast food chain want to redefine a word in the dictionary. They want to change the definition of McJob from "a low-paying job that requires little skill and provides little opportunity for advancement," to "a job that is stimulating, rewarding, and offers skills that last a lifetime."

McDonald's is hardly the first interest group to challenge the OED's chronicling of unflattering slang. Last year, Britain's Potato Council complained that the definition of couch potato implied that the nutritious tuber was inherently unhealthy, thus driving down business. Instead, the Council campaigned for the term to be replaced by couch slouch, even staging protests outside the OED's Oxford headquarters - but to no avail.

This time, however, could be different - not least because of the size of McDonald's war chest and its lobbying power. The campaign has already the garnered the support of heavyweight business figures such as Chambers of Commerce Director General David Frost. More impressively, Conservative party Member of Parliament Clive Betts last week introduced a motion into Britain's parliament condemning the pejorative use of McJob. Betts believes the OED should redefine the term: "It would be helpful if the dictionary took the lead on this. It's not a proper and true reflection of the service industry today."