I will not blame McDonald's one little bit for anyone over the age of 18 getting fat on their products. That said, I'll make an argument that Joe Camel and Ronald McDonald ARE the same in some ways. I know that burgers are legal while underage smoking is not, and I also know that McDonald's is dealing above board in their marketing to kids while Camel was being sneaky about it. Therefore, I'll restrict my argument to the following: Both McDonald's and Camel used their mascots to encourage kids to become habitual users of a product that is demonstrably bad for them.
Eating even one fast food meal offers the same health/pleasure trade-off as a cigarette, and adults like Bob (and me) can make this choice as we wish. Eating one probably won't hurt you (barring allergies), and eating one very occasionally will have little effect on you, but regular moderate to heavy use WILL have a negative health impact. Also, both are habit forming and chemically addictive. Kids cannot properly understand what fast food is; they (and some adults) see it as just another kind of food, instead of the nutritionally worthless, calorie excessive junk that it is.
Also, consider that these cartoon characters have a long term strategy in mind. Joe Camel's targets are in their 30s right now, and many of them are still smokers. How many of those kids had access to cigarettes when they saw their first ad? The same number that could walk to their local McDonald's and buy a Happy Meal, i.e. the ones with bad parents. However, plenty of kids with good parents saw the ads too, but couldn't act on them right away. Later during their middle school years, the cartoon influences worked their magic, and plenty of well-parented 13-year olds used spending money on both Camel (illicitly) and McDonald's (right out in the open).
This issue isn't about moderation: most kids don't understand moderation. If one of something is good, twenty is better. When we let kids make choices (and McDonald's is baldly attempting to influence the choices of children), they shouldn't be held accountable for life if they or their stupid parents make bad ones. Unfortunately, that's what happens a lot today. What are you going to say to a 75 lb. 4-year-old? "Sorry, Sally, but you're going to have to pay for your parents idiocy and my right to get a Thickburger with a lifetime of diabetes and heart disease."
I'll make a radical claim: every child deserves to graduate high school at a healthy weight. Kids won't necessarily claim that for themselves; their families and communities need to help provide them a healthy diet. ALL parts of a community need to pitch in: families, schools, churches, and businesses. And when one community member seems to be willfully disregarding this right to aid its bottom line, you better believe I want the government to come in and crack the whip. If that means sending Ronald McDonald to the same pasture as Joe Camel, I'm all for it.