The latest McDonald’s Amore advertisement shows a man asking for Big Mac, coke (diet) and fries, cheeseburger and apple pie. That’s 66% of the recommended dietary intake for energy! It’s also over 90% of the recommended intake of saturated fat and sodium!
The Amore range allows shoppers to combine two sides with a “meal”. If you choose the Grand Angus meal with a cheeseburger and sundae as the sides you have reached your recommended daily intake of 8700 kilojoules for energy, you have over one and a half times the recommended daily intake for saturated fat and sugar and you have reached the daily intake for sodium. All in just one fast food meal.
We thought that might be considered “excess consumption” under the Australian Association of National Advertisers Food and Beverages Advertising and Marketing Communications Code. The code says that ads should not “undermine the importance of healthy lifestyle” and “encourage excess consumption”. We lodged a complaint with the Advertising Standards Bureau but have been told we are complaining about the food not the ad so they will not even consider it- see an excerpt from the response below.
We’d love to hear what you think.
Is the Amore ad encouraging excess consumption?