A McDonald's TV ad has been pulled for allegedly promoting unhealthy food to children.
The television advertisement shows children in Minions costumes playing in a McDonald's playground. A voice-over says, "Despicable Me 4 has landed at Maccas".
As food arrives at a table a man calls out "hey minions", all of the children stop to look, and he clarifies, "my minions". The voice-over says, "try our banana desserts range for despicable grown ups and a Happy Meal for your little minions".
The complaint submitted to Ad Standards highlighted that a children’s toy happy meal was on air during prime time tv.
"Advertising fast food at children during prime time is against the advertising guidelines," the complaint stated.
Image via Ad Standards.
McDonald’s entirely refuted that the ad breached codes because, from its perspective, the ad is aimed at a parent/adult audience.
"Whilst Happy Meal does have an appeal to children, the overall advertisement and products shown including the dessert range also have a significant appeal to an adult and family audience," McDonald’s statement said.
"This advertisement integrates the popular film franchise Despicable Me, which is commonly enjoyed amongst families as well as people of all ages. The language and music used also speaks clearly to parents and families rather than children.
"It is clear that the overall appeal and theme of the advertisements is targeted principally to an adult audience who would go to McDonald’s with their family and buy a treat for themselves and a Happy Meal for their children."
However, the Ad Standards panel found that the food displayed in the ad - the Happy Meals and the Minion dessert range - were significantly appealing to children.
"Especially those which are themed around an animated movie, are generally a product of significant appeal to children," the panel stated.
The Panel also found that while some adults may also be interested in the Minions movie and the new product range, the theme in this advertisement would be more appealing to children under 15 than to adults.
As the ad featured children in Minion costumes, bright colours and products which would have significant appeal to children.
The ad therefore breached AANA Food and Beverages Code\3.1 must not target children.
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