For more than 40 years his maniacal grin has ushered swathes of children through the Golden Arches. In fact the pinnacle of the popular child's birthday party was the one hosted by Ronald McDonald (well, it was when I was young. Now they all want 'Make Over & Photo Shoot' and 'Music Video' parties where they dress up like Beyonce or Shaikra - arguably as unhealthy for the pre-teens' body image and certainly unhealthy for the parental bank balance!)
With McDonalds AGM about to commence hundreds of health professionals in the US have signed an open letter to the group claiming that their menu is making Amercian children fat and putting pressure on health services. They believe it's time for the clown to collect his golden watch and trott on to the golf course to spend his winter years.
Whilst well documented that children are brand aware from a young age and respond positively to the McDonalds' brand. Should we not stop blaming the marketing of these brands and start asking questions of the parents of these children? The odd fast food meal does not a fat child make.
Marketing and consumerism is everywhere we go and an undeniable part of modern life.
Moderation and restraint are important lessons to intil in our children.
Dear old Ronald may well be handed his P45 but I fear the tills in the restaurants won't ring anymore quietly. Children will still be getting fat and advertising, in one form or another will still be held accoutnable.
