Weight loss advocates say Ronald McDonald should ‘retire’

For many years, he has been the friendly face of McDonald's. But now weight loss campaigners and health advocates are arguing that Ronald McDonald should go on ‘retirement’.

The fictional clown is encouraging children to associate McDonald's with something happy and colourful, the campaigners say. In reality, McDonald's contributes to obesity globally, through high-fat, high-salt and high-sugar items on their menu. The low price of food produced by McDonald's, KFC, Burger King and their business peers may make it even more tempting for overweight people to stop by their stores.

The movement to stop Ronald McDonald’s image being used to promote fast food to children is being run by an organization called Corporate Accountability International. One backer of the campaign is Stephen Rothschild, a professor at Rush Medical College. He told CNN: “Through this initiative, the public health community is rallying behind a simple message to McDonald's: stop making the next generation sick -- retire Ronald and the rest of your junk food marketing to kids." In a statement on the issue, McDonalds said: “We are committed to responsible advertising and take our communications to children very seriously.”

McDonald's has changed its menu in recent years to feature healthier items. These include a new vegetarian burger and salads. The change was partly motivated by a documentary called Supersize Me, filmed by Morgan Spurlock, which focused on the detrimental health effects of eating at McDonald’s restaurants regularly.