1. Back in the 1980s, a tiny campaign group in London was handing
out leaflets criticising McDonald’s business practises. How did
a. Invited the activists to Head Office to discuss how the corporation
b. Ignored them
c. Employed seven spies to infiltrate the group for eighteen months,
illegally obtained the activists’ home addresses via contacts
in the police and then issued libel proceedings
2. Major media organisations like the BBC and The Sunday
Times had crumbled and apologised when faced with similar legal
threats from McDonald’s—as had unions, tea shops, colleges,
magazines and kids theatre groups. So what did gardener Helen Steel
and postman Dave Morris do?
a. Crumble and apologise
b. Flee to Spain and assume new identities as investigative geologists
c. Spend the next fifteen years representing themselves against McDonald’s
crack team of lawyers in what was to become “the biggest corporate
PR disaster in history”
3. What was McDonald’s barrister’s original estimate
for the “McLibel Trial,” which lasted two and a half years
and became the longest court case in English history?
a. 3-4 weeks
b. 2 years
c. A lifetime
4. According to McDonald’s UK Vice President—one
of more than 100 witnesses who gave evidence in the trial—what
are living conditions like for battery hens laying eggs for Egg McMuffins?
b. “Better than being stuck in a courtroom with Steel and Morris
for three years”
c. “Pretty comfortable”
5. According to McDonald’s Senior Vice President of Marketing,
why is Coca-Cola nutritious?
a. Because “it is providing water and I think that is part of
a balanced diet”
b. Because it “contains all the vitamins and minerals a human
c. Because it “doesn’t contain as much fat as a Big Mac”
d. Because “I drink three cans a day and I’m still alive”
6. According to McDonald’s UK President, why do the “youth
of today” want to work at McDonald’s?
a. It’s the “only job they can get with no qualifications
and few brain cells”
b. For the “good wages, good conditions and even good-er team
c. Because they “want to be part of something victorious, something
they can see as the shining light”
7. Dave is a single father who brought up his young son, Charlie,
alone throughout McLibel. How did Helen support herself financially?
a. With the accrued interest from her family’s ancestral home
and 400 acres of prime pheasant shooting woodland, Steelington Manor
b. Working nights behind the bar at a nightclub
c. Selling off her prized collection of original Beatles albums
8. According to McDonald’s UK Vice President, why is
it environmentally friendly to dump disposable packaging in landfill
a. “So rabbits and other small mammals can use the cartons for
b. “Otherwise you’d end up with lots of vast, empty gravel
pits all over the country.”
c. “If we don’t cut down the trees to make packaging, they
will produce too much oxygen.”
9. According to McDonald’s UK Chief Marketing Officer,
what is a key element of Free Speech?
a. “The wide distribution of movies like McLibel
and Super Size Me, which aim to portray the opposite
point of view to McDonald’s two billion dollar annual marketing
b. “The right of ordinary people to criticise multinational corporations
without fear of a lawsuit.”
10. Which of the following does McDonald’s not do, according
to the verdict at the end of the trial?
a. Exploit children with advertising
b. Deceptively advertise their food as nutritious
c. Create litter
d. Treat animals cruelly
e. Pay low wages
11. How many “What’s Wrong With McDonald’s”
leaflets have been handed out since Helen and Dave were sued in 1990?
c. 3 million in the UK, plus a million worldwide in 27 languages
12. Roughly how many times has the McSpotlight website—described
as “an image conscious corporation’s worst nightmare”—been
13. Taking into consideration your answer to the previous two
questions, have McDonald’s successfully stopped the public finding
out the truth about the corporation?
14. In 2004, Helen and Dave sued the UK Government at the European
Court of Human Rights, arguing that the original trial had violated
their Right to Freedom of Expression and Right to a Fair Trial. Who
a. That would be giving the ending away
1c, 2c, 3a, 4c, 5a, 6c, 7b, 8b, 9c, 10c, 11c, 12c, 13b, 14a