McDonald’s ad removed following complaints from Obesity Policy Coalition
The Obesity Policy Coalition (OPC) has lodged a complaint against an ad for McDonald’s, for positioning a Happy Meal from the fast food restaurant as a reward for children’s good behaviour.
The OPC argued that the ad breaches the Quick Service Restaurant Initiative for Responsible Advertising and Marketing to Children (QSRI), to which McDonald’s is a signatory, because it is appealing to children under the age of 14 and “the prominent foods advertised do not represent healthier dietary choices”.
The ad subject to the complaints depicts a girl named Lucy righting her wrongs, by removing arrows from photos of her brothers, washing pink dye out of the family dog’s fur, painting over the slogan ‘Brother’s are…’ on the cubby house and retrieving car keys from a fish tank in order to earn a family meal at McDonald’s.
Hhmmm,
So a child is rewarded with saturated fats and overwhelming sodium intakes? Pester power tactic at it’s worst. QSR needs to self regulate for no kids in their TVCs – before they get regulated.
If my Happy Meal-eating child did their research and discovered that the lyrics to ‘These Boots Are Made For Walking’ pertained to an adulterous relationship I would not be offended but I would definitely reward them with a Happy Meal. And I hate McDonald’s.
Well done Jane and team @OPC. Long-term impacts of kids normalising high sodium and saturated fats in their range of dietary choices is the last thing our overburdened health system needs.
Wowsers, nothing wrong with the ad – if getting the kids to ‘clean up’ rewards them with a treat to McDonalds, is that not a good thing? Clearly from the size of the girl she doesn’t eat there very often. Seen it a few times and I love it.
Hhmmm,
Wowsers Kevin……well how much confusion can you write in the one comment. “Clearly from the size of the girl she doesn’t eat there very often” – really, so you’d expect a”larger” girl to be in the spot to reflect the true reality of a McDonald’s customer?
Oh we’re a self-righteous lot, aren’t we, and such dietary experts. I wonder how many of these people drink alcohol in front of (their) children? Or speed in their car? Or swear? Or treat themselves to fish and chips.
Why demonise McDonalds because you can’t manage your own children.
Another poor example of the squeaky wheel getting the oil. OPC oh dear, another lobby group with an axe to grid. Last time I looked it’s the parent who has the power of vito in what their child eats & they were eating the healthy option. But alas Mum wasn’t. I’m surprised Macca’s didn’t have to answer a charge of Lucy committing petty larcey by stealing her brother’s fries.
Macca’s do a tremendous amount of good for the community & yet they are lambasted everytime for what is a slate of ridiculous propositions. Dying a dogs fur, has anyone seen Pooch Perfect!
To the creative team at DDB cracking TVC, but who would want to be a creative, with these restriction everytime they story board an idea.