Ronald McDonald Not Ready to Retire Yet

by David Orr · 2010-05-21 07:00:00 UTC
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McDonald's CEO Jim Skinner has made it pretty clear how he feels about the Retire Ronald McDonald campaign. "The answer is no," he told a room full of applauding shareholders gathered for a meeting at the company's headquarters.

Corporate Accountability International, the advocacy group sponsoring the campaign, made a formal presentation to shareholders requesting that the famous clown bid farewell to his 50 year-long gig of marketing unhealthy food to kids.

But according to Skinner, "He is a force for good ... He does not hawk food." Excuse me, are you kidding? He does not hawk food? That's perhaps the most ludicrous statement I've heard about this issue. Ronald McDonald's sole purpose for existing is to sell food. Whether or not Skinner believes the clown provides some added public benefit, Ronald is a marketing tool used to get kids to beg their parents for Happy Meals.

A recent White House report on childhood obesity says "research indicates that advertising can have a strong influence on children. Young children in particular have difficulty ... comprehending the purpose of advertising." And the American Academy of Pediatrics states that "advertising directed toward children is inherently deceptive and exploits children under eight years of age."

As the White House report makes clear, there’s no simple solution to childhood obesity, and perhaps more than anything, parents need to make better choices. But by continually excusing deceptive marketing tactics, we’re making it harder for parents to make the right choice, and we’re putting the interests of billion-dollar corporations over the health of our children.

The Retire Ronald campaign isn't some nanny state attempt to tell people how to live their lives. It's a simple and reasonable step to limiting direct marketing of unhealthy food to children. No one’s forcing kids to eat a Happy Meal, but if the marketing didn’t work, why would companies do it?

Sign Corporate Accountability International's petition or visit the Retire Ronald campaign to learn more. It's time to turn up the pressure on companies who market unhealthy products to kids.

Photo: moyerphotos

David Orr is a sustainable cook, writer and activist.
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