Mcdonald’s accused over ‘exploitative’ ad

A Mcdonald’s advert featuring a bereaved child has been criticised as “offensive” and exploitative.

The advertisement shows a boy who wonders if he has anything in common with his late father, until he finds out that they shared the same favourite Mcdonald’s meal – the “Fillet-o-fish”.

A Mcdonald’s spokesman said: “We wanted to highlight the role Mcdonald’s has played in our customers’ everyday lives – both in good and difficult times.”

The Advertising Standards Authority is investigating after a bereavement charity said the ad exploited childhood loss by “trying to insinuate that a brand can cure all ills with one meal”.