A television commercial for McDonalds in which a young boy engineers a meeting between his divorced parents, recieved 60 complaints from viewers. An Independent Television Commission report said that complainants objected to the “exploitative use” of the “emotive issue of a childs attempt to reconcile his parents”
Some complainants were also concerned that the material might distress children.
McDonalds replied by saying it had consulted estranged parents before making the commercial so as to ensure a “sensitive and realistic portrayal”. The commission warned advertisers that greater sensitivity was needed but the complaints were not upheld.
The Commission went on to say “The advertisers had probably underestimated the extent to which their use of such an emotive issue would be regarded by many viewers as in questionable taste.”
ITC: 0171 255 3000
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