ASA Clears McDonald’s Press Campaign

The ASA has refused to censure a press campaign for McDonald’s which claimed that its new breakfast bun was “5 star fuel”.

Complainants objected that the ad was misleading as the breakfast bun was “junk food” and did not constitute a proper nutritional breakfast. They also accused the ad, which was created by Leo Burnett, of being irresponsible on the grounds that it could be seen by children.

The advertisers explained that they had used a humorous analogy between men and cars in their campaign and that the references to fuel were part of that analogy. They also claimed that the burger provided nutrients from several food groups and could be incorporated into a balanced diet. They said that the ad, which was targeted at 18-34 year-old men and not at children, was designed to draw attention to the fact that the burger was a filling, substantial breakfast.

The ASA considered that the readers of the ad would understand its meaning and would be aware that the burger was not intended to be the healthiest possible breakfast. The authority also concluded that the ad was not likely to be seen by children as it appeared in a newspaper targeted at train and tube commuters. The complaints were not upheld.

ASA: 020 7580 5555 www.asa.org.uk

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