ASA (Advertising Standards Authority) released its investigations into the adverts, which were reported in July. The McDonald’s advert featured a deal for its McFlurry ice creams which was located 47 metres from a primary school, whilst the Burger King advert displayed a deal for its Whopper Jr meal – 96 metres from the school.
Rules state that adverts displaying products that are high in fat, salt or sugar (HFSS) should not be directed at children and that no medium should be used to advertise HFSS products if more than 25 percent of its audience is under the age of 16.
JCDecaux, which owns the billboards the adverts appeared on, said the error was due to a data conflict in its booking system which meant the adverts were incorrectly placed”
JCDecaux, which owns the billboards the adverts appeared on, said the error was due to a data conflict in its booking system which meant the adverts were incorrectly placed. McDonald’s currently has a voluntary policy of not advertising products within 200m of schools.
McDonald’s said in a statement: “We have asked them [JCDecaux] to review procedures to ensure all possible precautions are taken to meet our voluntary standards.”
Food products are graded on a points system by the Department of Health which determines whether food and drink products are considering HFSS, and therefore subject to media placement restrictions. Adverts of this nature that are aimed at under-12s are not permitted to include promotions, celebrities or characters popular with children.
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