BANNED ADVERT

BANNED ADVERT:

McDonald's 2017- "DAD"

As part of the OFCOM criteria, this advert strikes as massively controversial; critics claimed it to be exploiting children and family members who have lost relatives in an attempt to sell their food products, which supposedly will help in filling a void. It officially aired on May 12th 2017 and was removed shortly afterwards from all media platforms on 17th May of the same year- the Advertising Standards Authority revealed that the advert have received over 100 complaints from angry viewers. Furthermore, "Dad", tells the story of a young teenaged boy who begins asking questions about his deceased father. After sharing poignant shots of the boy discovering items that once belonged to his father, the setting is relocated to a McDonalds branch, whereby the boy, accompanied by his mother, orders a Fillet-O-Fish burger. As the boy is about to tuck into his fish burger, his mother tells him “That was your dad’s favourite too.” Overall, it violated many of the OFCOM codes of offence such as: 

• Section one: Protecting the under-eighteens

This section outlines the rules around scheduling and content information in programmes with regard to protecting children under the age of eighteen. 

Why? Poor communication/ overall message- suggests that McDonald's food can somewhat help ease the pain and grief of losing a loved one. Children/ young adolescents may abuse this idea and eat unhealthy amounts of fast food, like McDonalds, to mask how they are feeling, possibly even using the adverts message as an excuse to do so.

• Section two: Harm and offence

This section outlines standards for broadcast content so as to provide adequate protection for members of the public from harmful and/or offensive material.

Why? Sensitive subject- many adverts have captured the attention of viewers by using raw and up-front scenarios that may be relatable and/or upsetting to them, however in this instance, it demonstrates an inaccurate representation of how young people should be handling their grief over someone's death, never mind a close relative. It heightens the belief that 

These are a few complaints that were made my viewers:

“.@McDonalds advert is totally inappropriate using children's grief to sell burgers @cbukhelp Complaint lodged with @Ofcom.”

“I lost my father when I was a child and I find the latest McDonald's advert disgusting and offensive. Shame on you! #mcdonalds #badtaste.”