McDonald's Mac Pack

The McDonald's Mac Pack television advertisement showed children playing football at the MCG wearing McDonald's branded footy guernseys and hats, with the golden arches prominent. The voice-over states, "The McDonald's Mighty Footy Trip is on again, it's your chance to be one of the lucky kids to get full VIP treatment to a footy game at the MCG. Just log onto today to enter." The ad is for a competition only open to 8–13 year old children.

Where it appeared:
On television in July 2012.

The community said:
The advertisement breaches the relevant advertising standards in that it is directed primarily to children and has the overall effect of promoting McDonald's food and beverage products, which are not a healthy choice for children, a majority being very high in sugar, salt and fat.

What the advertiser said:
It is not the intention of the advertisement to advertise food and beverages and there is no reference, implied or otherwise, to food or beverages at all in the advertisement.

What the Advertising Standards Board said:
The Board considered that the advertisement was directed primarily to children. However, it also found the advertising/promotion of a competition is not of itself a promotion of a food and/or beverage and therefore the relevant standards relating to advertising unhealthy foods to children did not apply.

OPC discussion:
The complaint was dismissed. No action was required of the advertiser in relation to the advertisement. 

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