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Commercials rapped by ITC for inaccuracy.(Independent Television Commission rules against advertisements from McDonald's Corp., Freeserve PLC, The People)
McDonald's, Freeserve and The People were among the advertisers rapped by the Independent Television Commission this month following complaints about their ad campaigns.
McDonald's was found guilty of running a campaign advertising a product that did not resemble what was found in its restaurants.
The ads, through Leo Burnett, were for Steak Premieres, billed as a 'steak in ciabatta with chargrilled peppers, onions and a black pepper mayo'.
However, four viewers complained to the ITC that the product shown in the advertisement differed from the ones they had bought. They reported that it was flat, not as well filled with peppers and onions and that the consistency of the dressing was thinner than shown in the ad. One viewer claimed the steak was smaller that that advertised.
Burnett, through the BACC, said that McDonald's had issued guidelines on the preparation of the Steak Premiere to ensure that there was consistency across its restaurants. When making the ad, Burnett said it had adhered to these guidelines and had consulted with McDonald's to ensure that the product represented was what would be available to customers.
However, after conducting its own tests, the ITC found that there was disparity between the quantity of toppings in the Steak Premieres and the TV ad. McDonald's reiterated that the volume of toppings was the same as available in the shot but that a proportion had been moved to the edge of the product for filming. The ITC ruled that this method of presentation was misleading and that the ad should not be shown again.
M&C Saatchi was chastised for an ad for The People's Playboy ...
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