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About Us > Balanced, Active Lifestyles > Why > Sending Responsible Messages

Balanced, Active Lifestyles : Why

SENDING RESPONSIBLE MESSAGES
Our marketing and advertising standards require our communications to:

•	Advocate a balanced, active lifestyle for children and, where appropriate, reflect this in our marketing and advertising.
•	Offer appropriate food portion sizes, consistent with our Happy Meal standards, and avoid portraying the consumption of our food products in inappropriate situations.
•	Not seek to undermine the authority, judgment or responsibility of parents or guardians.
•	Not imply a psychological, social or physical superiority by using McDonald’s products.
•	Use celebrities or partnerships in ways that are age-appropriate.

The standards also define the appropriate role for Ronald McDonald, stating that his primary role is to inform and entertain and that he is our ambassador for balanced, active lifestyles.