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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.

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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.

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