In PR push, health officials insist: Fire Ronald McDonald

Through full-page ads, a watchdog group is imploring McDonald’s to stop marketing ‘junk food to kids.’ The fast-food giant responded, saying it’s ‘committed to responsible advertising.’

The ad is aimed at McDonald’s—it’s presented as an open letter to McDonald’s CEO Jim Skinner—and it implores the fast-food giant to can its top spokesclown:

“We ask that you heed our concern and retire your marketing promotions for food high in salt, fat, sugar, and calories to children, whatever form they take —from Ronald McDonald to toy giveaways.”

The ads are part of a campaign organized by the nonprofit watchdog group Corporate Accountability International, which thrusts some of the blame for childhood obesity onto marketers.

“The rates of sick children are staggering,” says the ad. “Ballooning health care costs and an over-burdened health care system make treatment more difficult than ever. And we know that reducing junk food marketing can significantly improve the health of kids.”

In a statement, published in The Wall Street Journal, McDonald’s said:

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.