The McLibel case ranks as McDonald's most disastrous cases of bad business ethics and spawned a great deal of negative publicity. Between 1986 and 1990, activists of London Greenpeace distributed pamphlets while using title 'What's Wrong with McDonald's? Everything They Don't Want You to Know" along with the wordings 'McDollars, McGreedy, McCancer, McMurder, McProfits, McGarbage," alleging that McDonald's promoted Third World poverty, sold unhealthy food, exploited workers and children, tortured animals, and destroyed the Amazon rainforest. McDonald's sued the group for libel. The court, however, held McDonald's responsible for exploiting children through advertising tactics, serving dangerously unhealthy food, paying workers low wages, enjoying union busting activities worldwide, and ignoring animal cruelty perpetrated by its suppliers.
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Martin Nettleton adds: “We invested in the campaign to target those larger installation and distribution companies increasingly dissatisfied with the big fabricators who are starting to compete with them by setting up their own networks of trade counters and distribution outlets.