McDonald’s 99c delivery ads found misleading

McDonald’s Australia will modify a series of television ads promoting a 99-cent delivery fee after Ad Standards found the campaign breached advertising rules by potentially misleading consumers about the true cost of delivery.

The Ad Standards Community Panel ruled the three free-to-air TV ads breached section 2.1 of the AANA Food and Beverages Advertising Code, which requires food and beverage advertising not to be misleading or deceptive.

Each ad carried the claim “Get Maccas delivered for a 99-cent delivery fee” alongside an on-screen “99c DELIVERY FEE” graphic. The executions featured AFL players in different scenarios involving McDonald’s deliveries.

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Complaint challenges delivery pricing

The complaint argued the campaign created the impression that choosing delivery would add only 99 cents to the cost of an order.

It claimed menu items ordered for delivery were priced between 20% and 25% higher than the same items ordered for collection, making the delivery claim misleading.

McDonald’s rejected that argument, saying eligible customers placing qualifying orders through the MyMacca’s app were charged a 99-cent McDelivery fee and that the advertising referred specifically to that component of the transaction.

The company argued consumers would understand the distinction and pointed to a disclaimer stating “service and small order fees still apply”. It also said customers see menu prices, fees and their total order cost before completing a purchase.

Panel finds ads likely to mislead

The majority of the Community Panel disagreed.

It found customers selecting delivery through the app may pay higher menu prices than those ordering the same products for pickup, with that difference separate from the advertised 99-cent delivery fee.

The Panel said consumers would need to actively compare delivery and pickup orders to identify the difference and may not instinctively realise they were paying more for the same items.

It found the prominence of the 99-cent claim could lead viewers to believe it represented the only additional cost of choosing delivery. As an example, the Panel said a consumer could reasonably expect a $15 pickup order to cost $15.99 when delivered.

The Panel also found the disclaimer appeared in “minute font” at the bottom of the screen and was unlikely to be read or properly understood before the ads ended.

McDonald’s to modify campaign

The Panel ruled the campaign breached section 2.1 of the AANA Food and Beverages Advertising Code but did not breach any other relevant advertising codes.

McDonald’s said it would modify the advertisements following the ruling:

“At McDonald’s, we take our responsibilities as an advertiser very seriously. Whilst we are disappointed with the outcome of the complaint, McDonald’s remains committed to ensuring compliance with the AANA Advertising Codes and industry review processes. We respect the final decision from Ad Standards and are modifying the advertisements accordingly.”