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McDonald’s Happy Studio App found in breach of advertising rules

Fast food giant McDonald’s has fallen foul of the advertising watchdog for its Happy Studio gaming app.

Complaints said the app, which targets children and promotes the brand’s Happy Meals, encourages children to buy “or pester their parents to buy” Happy Meals so they can unlock extra content on the app.

The main character of Happy Studio is a Happy Meal box

Even though McDonald’s acknowledging the app is advertising by saying “hey kids, this is advertising”, the complaint said the app uses a “child focus” and doesn’t promote healthy dietary habits.

Ad Standards agreed the Happy Studio app is “clearly branded with McDonald’s material” and is “considered to be a marketing communication for McDonald’s”.

In response McDonald’s said the app only promotes the healthier Happy Meal options and children don’t need to buy Happy Meals to play.

However, according to Ad Standards the app, which primarily promotes the fast food giants Happy Meals, doesn’t feature alternative healthy options next to the images of a Happy Meal box.

“The Panel considered that that the advertised product does not meet the requirements of the QSR Initiative by only advertising those products that meet the nutrition criteria, as the advertisement is an advertisement for all Happy Meals, some of which do not meet the nutrition criteria.”

The Happy Studio App was found to encourage children to buy Happy Meals as it asks players to “scan your toy”, toys which can only be found in and obtained by buying Happy Meals.

“The Panel considered that that the advertised product does not meet the requirements of the QSR Initiative by only advertising those products that meet the nutrition criteria, as the advertisement is an advertisement for all Happy Meals, some of which do not meet the nutrition criteria.”

Ad Standards upheld the complaints and found the app to be in breach of the QSR Initiative (Quick Service Restaurant Industry Initiative for Responsible Advertising and Marketing to Children).

McDonald’s has since removed the app from the App Store and Google Play.

“We were disappointed with the outcome of the complaint, however, we will respect the final decision from Ad Standards. McDonald’s continues to remain committed to ensuring compliance with the QSRI and accordingly have removed the Happy Studio application from Google Play/App Store,” McDonald’s said in a statement.

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