WBZ TV- Local group wants Ronald McDonald to retire

April 1, 2010

By Kate Merrill

Ronald McDonald has taken his fair share of criticism over the years, but now a Boston-based activist group wants to force him into retirement.

Corporate Accountability International is the organization that successfully got rid of Joe Camel for marketing cigarettes to kids.

Now they've come out with a report called "The Case for Ronald McDonald's Retirement"

It claims that the clown is "the product of a well-orchestrated and shrewd marketing strategy by America's king of fast food" and that "McDonald's food is responsible for such social ills as heart disease, diabetes, animal welfare abuses, labor exploitation, unceasing environmental destruction and the breakdown of our food system."

Corporate Accountability International already runs a Web site, WheresRonald.org, which encourages visitors to "follow Ronald's traveling circus of junk food marketing across the U.S."

According to the Web site, Ronald McDonald was spotted teaching kids math in Fayetteville, Ark.; putting on a show "all about friendship, cooperation, anti-bullying and active play," in central Ohio, and participating in a "safety day" in Orlando, Fla.

The group argues these appearances only serve to market unhealthy food and habits to children.

"I know its not good for you, but it's tough... it's so accessible," said Ed Willett, who stopped with his 9-year-old son at a McDonald's for breakfast Thursday morning.

McDonald's has used Ronald McDonald in its ads since 1963.

In a statement to WBZ, spokeswoman Becca Hary said they has no plans to retire their "beloved brand ambassador."

"He is the heart and soul of Ronald McDonald House Charities, which lends a helping hand to families in their time of need, particularly when families need to be near their critically-ill children in hospitals. In fact, 4 million children are helped every year around the world through the Ronald McDonald House Charities.

Ronald also helps deliver messages to families on many important subjects such as safety, literacy, and the importance of physical activity and making balanced food choices. That's what Ronald McDonald is all about, which our customers know and appreciate."

Janey Bishoff, a Ronald McDonald House of Boston board member reiterates those sentiments.

"Ronald McDonald represents joy and fun, so when children are critically ill and afraid, coming to our Ronald McDonald House reminds them of that joy and helps put them at ease.  Our Boston Ronald McDonald House is proud to help numerous families and children each day when they need it the most, and we are extremely grateful for the support of our local McDonald's restaurants, their customers, and our community."

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