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ASB upholds complaint over McDonald’s voucher handed to children

McDonaldsThe Advertising Standards Bureau has upheld a complaint against McDonald’s after the fast food chain handed out vouchers to children at a playground offering free fries.

The watchdog found it was in breach of a code of the Quick Service Restaurant Initiative for Responsible Advertising to Children (QSRI).

The complaint related to a voucher handed out – with permission – to the SPC Ardmona kidsTown Adventure Playground. On one side was a picture of Ronald McDonald with a group of people while on the other side of the voucher was an image of McDonald’s fries and the text: “Free small fries with any purchase”.

The Board noted that although McDonald’s does offer a healthy choice menu for children there is no mention of the healthy choice products in the advertisement and other than the image of the fries there is no other food product pictured or mentioned in the advertisement.

It considered that the advertisement does not represent healthier dietary  choices as determined by the Nutrition Criteria.

The Board determined that the advertisement breached S1.1 of the QSRI.

The ASB also noted that McDonald’s said it had been an inadvertent breach and the promotion ceased immediately.

McDonald’s told the board that it remains “committed to ensuring compliance with the QSRI”.

“As soon as McDonald’s became aware of the complaint it undertook corrective action and instructed Kids Town Adventure Playground to withdraw the voucher of issue and any other similar food vouchers,” it told the ASB. “McDonald’s confirms that such vouchers are no longer available at Kids Town Adventure Playground.”

 

 

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