Mixed rulings for fast food TV ads aimed at kids

Tim Burrowes

December 24, 2009 11:37

Complaints aimed at McDonald’s ads promoting its Happy Meal to children have been upheld and dismissed in two separate investigations by the advertising watchdog, while Hungry Jack’s has also been rapped for its Kids Club Meal ad.

A TV ad for McDonald’s featuring an animated monkey and its Happy Meal deal which comes with a Cartoon Network toy, was found that it did not clearly represent the advertised product in a way “that would be understood by children”, according to the Advertising Standards Bureau.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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1 COMMENTS

Ronald 30 Dec 09

When we used to get briefs from Maccas they went something like this:

“We can’t look like we’re appealing directly to children, however we have to show the kid enjoying the toy, a family moment and something active.”

“When are the spots running.”

“3pm-4pm school days.”

If they really want to advertise to adults, how about changing the media schedule so it’s on after 9pm when only informed adults are awake. No matter how much you make an ad appear that it’s not for kids, running the ad in high rotation during Rugrats makes me a little suspect.

It really is a load of crap and the governing board should scrap their rulings altogether or do it responsibly.

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