30 July 2015
The OPC complained that the TV ad, radio ad and website breached the Quick Service Restaurant Initiative for Responsible Advertising and Marketing to Children as they were directed primary to children and promoted a product that did not represent a healthier choice.
The ASB determined that the Minion's movie would be seen by families and that the characters and promotions, while of appeal to children would also be of interest to adults and families. It also took the view that a Quarter Pounder meal (which featured in each ad with a Minion's McFlurry) is not a meal typically chosen by children. The ASB looked to the language used in the TV and radio ad, and on the website, and considered that it was aimed primarily at adults and families, not children.
Read the ASB's decisions on: