The self-regulatory system encourages advertisements to focus on actual food products instead of premiums and tie-ins. The authors concluded that McDonald's and Burger King "did not follow through with their self-regulatory promises during the study period."
About the Study
This study assessed national television advertisements for the top 25 QSR chains that aired between July 1, 2009 and June 30, 2010. Those advertising meals for children were compared with adult advertisements from the same company. Two coders evaluated all advertisements, conducting visual and audio assessments of branding, toy premiums, movie tie-ins, and depictions of food.