Fighting fire with satire: how McDonald’s tackled online myths and misinformation

McDonald's has long been the subject of rumour and supposition around the contents of its products; the campaign has not been easy for the US-headquartered QSR, but it is beginning to shift the dial and regain trust in the UK.

Twenty years ago McDonald's was involved in one of the longest-running trials in English legal history, when it sued two environmental activists over a factsheet they had authored that was critical of the company. The so-called McLibel case dragged on...