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There are several relevant facts in the case of “Should Ronald McDonald Retire.” For example, McDonald’s continues to be a very popular fast-food chain that has been in existence since the 1960s and is well represented by a popular and colorful legend - Ronald McDonald himself. Although polls indicate it is time for the legendary clown to retire; Ronald just may not be going anywhere anytime soon. His presence continues to entice kids to eat his very popular Happy Meals with cool toys. McDonald’s is certainly entitled to advertise their burgers and fries directly to kids, but at the same time, it continues to be a parent’s moral responsibility to promote healthier eating habits. McDonald’s now offers healthy alternatives as part of their Happy Meals; however, does not prove to be beneficial when parents continue to make unhealthy eating choices not only for themselves but their kids as well.
Fast-food giants such as McDonalds specifically target children because it is effective. So, is advertising directly to kids ethically risky? Many advertisers realize that the best way to gain loyalty is to market directly to young children as their consumers, but is it morally wrong to do so? Many critics may question the ethical, moral, and social values of advertising strategies that are designed specifically for children. At the same time, such strategies should also include the negative effects of eating too many Happy Meals or other fast food by focusing on making healthier choices and childhood obesity. Parents must begin to assume authority and be held morally responsible for the overall choices they make for their children.
In a deontological view which is a principle of duty and moral obligation; a parent should take every precaution necessary to prevent obesity and diet-related illnesses directly attributed to unhealthy eating. Parents are responsible for fulfilling their own obligations. Advertising targeted at children does not agree with the deontological ethics of morality because it wrongly allows them to become vulnerable and easily manipulated into eating unhealthy fast food. McDonald’s strategically advertises Happy Meals and free toys which does undermine parental authority. For example, kids beg their parents to take them to McDonald’s and parents listen because of busy working schedules and lifestyles. Even though Mcdonald's makes a concentrated attempt to also recognize the increasing obesity rate in children by offering healthier alternatives for kids, it continues to be the parent’s responsibility to teach their children to adapt to a healthy lifestyle at a very early age.
Bad marketing is both immoral and unethical; therefore, the moral theory of deontology would solve the moral dilemma because society has rules to follow; therefore, should abide by those rules. Every human has choices, but everyone must learn from the truth with or without consequences. Morals will never change until changes are made to a person’s lifestyle and social awareness. Although McDonald’s has the right to advertise freely by promoting Happy Meals and popular free toys, it is ultimately about personal responsibility and making the right choices. In this specific situation, it is the parent’s responsibility to take the initiative to speak to their children about the unhealthy effects of eating fast food and obesity because, from a moral and ethical standpoint, it is the right thing to do. Children definitely deserve to know the truth about the increasing epidemic of childhood obesity and diet-related diseases. As a result, parents are morally responsible for making good or bad choices for their children.
In conclusion, advertising fast food specifically to grab a child’s attention is morally unethical because eating unhealthy may potentially have harmful effects on a child’s well-being in the long run. Children are easily influenced by advertising, and in turn, McDonald’s uses this to make a big profit without thinking of a child’s health. As part of their advertising, bigger importance must be placed on better health choices and alternatives such as juice, fruit, and low-fat milk also offered. Even more importantly, if McDonald’s is determined to truly catch the attention of children and parents alike by using the power of advertising, featuring Ronald McDonald as a positive role model and icon ambassador for the Ronald McDonald House Charities would be ethically and morally correct. Allowing the very colorful and popular Ronald McDonald to promote hope, love, and goodwill through the eyes of a child would definitely highlight the importance of teaching children about helping less fortunate children who are critically ill and in need of medical miracles. Overall, passionate and encouraging advertising will definitely have a more positive influence on children.
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