Forms of consumer manipulation are common in the operations of any business. They are widely spread and can be applied in various spheres. The topic of this paper is consumer manipulation and their protection, using McDonald's as an example. The paper will discuss the meaning of manipulation itself and its various forms. The use of different methods of marketing manipulation has become a daily occurrence in promoting products or brands. Continuous exposure to media such as television and social networks has greatly contributed to the ubiquity of marketing tricks. This topic is highly relevant as it relates to individual psychology, freedom of expression, and the general perception of products. Influencing consumers' opinions about a brand is achieved through various strategies, which everyone should be aware of. Some strategies are easily recognizable and commonly used, while others are almost impossible to detect. People who are inclined to accept the opinions of others and seek validation are susceptible to various forms of manipulation. McDonald's represents a globally recognizable fast food restaurant chain. Its worldwide recognition is closely tied to marketing. It serves as a prime example of what marketing truly is and what its goals are. The importance lies in consumer protection, which is a significant topic in economic, legal, and ethical considerations. Due to the frequent infringement of consumer rights, special attention should be given to understanding legal regulations. A fair, lawful, and just market can only be achieved through strong protection of the most vulnerable.