Table 5

Breaches of the Quick Service Restaurant Industry Initiative
Relevant section of the Code Campaign breaches Number of aired advertisements
“Advertising must: Hungry Jack's: Angus Brekky Wrap 1
(a) Represent healthier choices, as determined by a defined set of Nutrition Criteria for assessing children’s meals [14] McDonald’s: The Quarter Pounder 1
and/or Red Rooster Free Range burger 1
Red Rooster Free Range wrap 1
(b) Represent a healthy lifestyle, designed to appeal to the intended audience through messaging that encourages: Red Rooster: Two For $10 1
(i) healthier choices, as determined by a defined set of Nutrition Criteria for assessing children’s meals and
(ii) physical activity” (p 1–2).
No premium offers unless the reference to the premium is merely incidental to the product. McDonald’s Happy Meal with toys from Batman, ICarly and Australia Zoo 4
McDonald's: What Song Makes You Feel Young? 2
No promotions and endorsements by popular characters McDonald’s Adult playground with Ronald McDonald and Hamburger 16
McDonald’s Happy Meal with toys from Batman, ICarly and Australia Zoo 4
TOTAL 29

Roberts et al.

Roberts et al. BMC Public Health 2012 12:846   doi:10.1186/1471-2458-12-846

Open Data