• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

McLibel Case. The accusations of the leaflet can be divided into 7 sub categories, which are also very broad: Nutrition, Advertisement, Rainforest, Recycling and Waste, Employment, food poisoning and animals.

Extracts from this document...

Introduction

McLibel In 1986 two activist: Helen Steel and Dave Morris printed and distributed a 6-sided leaflet titled; 'What's Wrong With McDonalds? - Everything They Don't Want You to Know.' The leaflet accused McDonalds of exploiting children by advertising, promoting an unhealthy diet, exploiting their staff and being responsible for environmental damage and ill treatment of animals. In '89 McDonalds hired two private investigator firms to infiltrate the Activists meeting and determine who was responsible for the production and distribution of the leaflet. In 1990 five of the activists were told to either apologise or go to court, 3 of the five did leaving Helen and Dave who stood up in court. The case lasted 2 and half years, and a total of 316 days in court. Since the case was a libel case, Helen and Dave were not allowed legal support and the case would only be presented to one judge. Due to the nature of libel cases everything that McDonalds were accused of had to be proved. The accusations of the leaflet can be divided into 7 sub categories, which are also very broad: Nutrition, Advertisement, Rainforest, Recycling and Waste, Employment, food poisoning and animals. ...read more.

Middle

McDonalds were achieving this through using child friendly characters: Ronald McDonald, he was plastered everywhere children would see him, he appeared on TV teaching children songs and dancing with them. The actor, who played the beloved clown later quit his job; he said that he couldn't live with what he was doing, which he said was manipulating children. McDonald continued to swamp children with devices like the happy meal where with every purchase; the child received a toy, something that they could associate as having received with McDonalds burgers. McDonalds were also donating to health centres, which was seen as ethically wrong considering the nature of their food. McDonalds have been accused of being linked to Rainforest depletion, being such a large business there is huge demand for packaging that is thrown away minutes after being used. McDonalds have said they are green and recycle but were still being accused of being the cause of litter on the streets. The question, which was to be answered, was whether a multinational company like McDonalds is possible of not contributing to some of the most well known environmental issues. ...read more.

Conclusion

So overall Activists lost the case, and were charged �60,000 afterwards the Activists asked for it to be reviewed and the judge granted them that McDonalds were:- * Contributing to Heart Disease * And to having bad working conditions This brought the damages down to �40,000. It was never paid and never chased up, people believe this was because it was the worst PR case in history and damaged McDonalds reputation greatly. Looking at what McDonalds was accused of I can see why they would do most of the things whether it is deemed as right, a business' main objective is to make a profit and they were trying to make as much profit as they can, and no where does it say they aren't allowed to advertise at children. Still what they were doing overall is ethically wrong and I don't agree with much of what was being done. I believe McDonalds sued the 2 because they believed they needed to protect their image from the leaflet and thought that they could win the case, not realising how wrong it went for them. Even after this though McDonalds are doing amazingly well worldwide. George Foster ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Case Studies section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Case Studies essays

  1. unit 8 business online p1

    On the other hand there are many different websites that tracking orders when delivered to you by for example Dell website, customers can check when their computer is assembled, when it is shipped to the UK. ? Reduced stockholding - responsive and flexible electronic ordering systems this means that the

  2. Would the opening of a fast food restaurant on Riddy lane (Luton) represent a ...

    If Icknield Borough in Luton had a low population then It would not be suitable to locate in as If then it may not be a good place to set up a business because there are not as many customers than maybe in the town centre.

  1. sainsburys. The aims and objective of Sainsburys are very straightforward

    In the stores Sainsbury's will try their best to go a step further then the customers expectations this is done in many ways and one of these could be to pack shopping for customers at the till this is such a high-quality idea allowing customers to be at rest and

  2. This GCSE coursework is about setting up a free-range egg unit in the Retford ...

    Marketing is therefore about:-. * Researching the demand for the product:- My initial secondary research findings show that there will be a legal requirement to produce eggs that are in keeping with the E.U. 2012 directives. This means that cages bird systems will be banned.

  1. This marketing report is going to look at the internal and external analysis of ...

    Mark Warner caters for a range of different holidays, which include singles, couples, family and activity holidays, during the summer and the winter. Mark Warner has 9 beach resorts in countries such as Corsica, Egypt, Greece, Mauritius, Portugal and the Alps.

  2. The changing nature of the Psychological contract and Employment relationship

    It is important to notice, that when psychological contract is broken it wont have any legal implication for the employees and employer but as far as employees are concerned, breach of psychological contract by the management will have a negative effect on job satisfaction and commitment and on the psychological contract as a whole.

  1. British Airways case study

    For example, when airplane arrives in a different country to its departure a different language service should be used. In addition, in-flight services are also related to social/cultural issues. Airline companies should have a clear idea of the cultural issues of destination countries.

  2. M&M satisfies the customers need and wants as food is a basic need but ...

    Age - M&M is aware that the age group of people who eat pizza from pizza shops are 5-50+, however M&M targets people who are in the age group as they have products in their menu which satisfies a small age group in the main age group.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work