A new advocacy group is calling on McDonald's to retire Ronald McDonald once and for all.

The group has launched a website, released a poll to support its position and organized numerous protests across the U.S.

“The era in which Ronald McDonald was conceived was a simpler time. The clown marketed fatty burgers and fries directly to kids without repercussion, and seemed to have a ball doing it,” reads a post on RetireRonald.org.

“But today things aren’t so simple. Most Americans don’t think it's right to use cartoon and children’s characters like Ronald to sell harmful products to kids.”

Retire Ronald released a U.S. poll on March 31, conducted by Lake Research Partners, which showed that although most Americans like the iconic clown, many think it's time for him to step down as the fast food giant's mascot.

According to the poll, 65% of Americans have a favourable view of Ronald McDonald and the company he represents.

However, 52% favour stopping corporations from using cartoons and other children’s characters to sell harmful products to children, and 47% specifically favour retiring Ronald.

“It’s a startling indication that McDonald’s deceptive marketing practices are a problem for large swaths of the American public. Even people with a positive impression of the clown know that something is wrong with his use,” said Mark Keida, senior analyst with Lake Research Partner.

Stacey Folsom, national spokesperson for Corporate Accountability International, which launched the Retire Ronald campaign, blames the clown for the rise of childhood obesity in the U.S.

“McDonald’s, and its iconic clown, is not only the face of the epidemic: it is the engine behind it. No corporation has done more to hook kids on unhealthy food, influencing brand loyalties and eating habits that can last a lifetime,” Folsom said in a statement.

McDonald's, however, has defended its mascot and has no intention of retiring him.

“Ronald McDonald is a beloved brand ambassador for McDonald's. He is the heart and soul of Ronald McDonald House Charities, which lends a helping hand to families in their time of need, particularly when families need to be near their critically-ill children in hospitals,” the company said in a statement to QMI Agency.

“Ronald also helps deliver messages to families on many important subjects such as safety, literacy, and the importance of physical activity and making balanced food choices. That's what Ronald McDonald is all about, which our customers know and appreciate.”