B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • AFL
  • Federal Election
  • WPP
  • Thinkerbell
  • Anthony Albanese
  • NRL
  • State of Origin
  • AI
  • Cannes Lions
  • Spotlight on Sponsors
  • B&T Women in Media
  • EssenceMediaCom
  • Channel 10
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Maccas ad banned for using cartoons to market to kids
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Maccas ad banned for using cartoons to market to kids
Advertising

Maccas ad banned for using cartoons to market to kids

Staff Writers
Published on: 12th August 2013 at 4:50 PM
Staff Writers
Share
3 Min Read
SHARE

McDonald’s has pulled a promotional ad for its Happy Meal products spruiking Despicable Me 2 because the depiction of cartoon characters being active does not encourage kids to get active themselves.

In the ad two “Minion” characters were seen painting a white wall with a Happy Meal box, before horseplay ensues and the box ends up painting the wall with one of the characters.

The fast-food giant was hauled up before the Advertising Standards Bureau after a complainant said the ad breached the Responsible Children’s Marketing Initiative by pushing “fattening and nutrition-poor food”.

But in its response McDonald’s pointed out it has not signed up to the code, and instead listed a series of other codes it says have safeguards in place for advertising to children including the Australian Association of National Advertisers and Australian Quick Service Restaurant Industry Initiative for Responsible Advertising and Marketing to Children (QSR).

The ASB decided whilst showing painting a large space would encourage kids to be active, a stipulation under section 3.1 of the QSR, they “agreed that the portrayal of cartoon characters painting was not of itself a message that was promoting or encouraging physical activity to the target audience of children”.

Because of this decision the board decided it also breached 3.2 of the QSR, because it uses licensed characters in the promotion.

But, they decided the ad did not breach any of the AANA code of ethics, because the products being advertised, a chicken wrap, fruit and milk, are not considered unhealthy thanks to an earlier determination.

In a response the restaurant chain “respectfully disagrees” with the finding, adding: “McDonald's view is that painting could be considered "active play" within the Department's contemplation of moderate activity.

“That is, the characters in the TVC are shown engaged in active play. In addition, the characters in the TVC are shown laughing and having fun with their friends and the tone of the TVC is generally playful and positive which reinforces the message of active play.

“The use of characters engaged in a physical activity shown in a fun and upbeat light encourages children to also engage in physical activity as they would want to emulate the characters and recreate the fun.”

They agreed to stop running the ad as of August 7.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Australia Nabs Silver Marketing, Bronze Digital Young Lions Trophies
20/06/2025
Glimpse Inside the Cannes Jury Room  
20/06/2025
Destination NSW Partners With CommBank To Unlock Visitor Economy Insights
20/06/2025
Infinite Dial Australia 2025: Half Of Australians Choose To Consume Podcasts Monthly
20/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?