McDonald's Ice Age 4

The McDonald's Ice Age 4 television promotion featured characters from the movie Ice Age 4 – Continental Drift building a snow man, with the assistance of a Happy Meal box.  The voiceover notes "You'll even get to take home a super cool character from the awesome new movie, Ice Age 4 – Continental Drift!"

Where it appeared:
On television in 2012.

The community said:
The advertisement breaches the relevant code, which prohibits advertising or marketing communications to children from offering toys (‘premiums'), unless they are an integral element of the Children's Food or Beverage Product/s being offered.

What the advertiser said:
The toy in a Happy Meal is not a premium as the toy is an integral part of the product being advertised, which is the Happy Meal.

What the Advertising Standards Board said:
Promoting happy meal toys using Ice Age 4 characters did not amount to a breach of the relevant code.

OPC discussion:
The complaint was dismissed.

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