MELBOURNE - Fast food giant McDonald's continues to raise the ire of Australian parents, with the restaurant chain winning an award for the most manipulative food advertisement on television.
The Spongebob Squarepants Happy Meal ad was named the winner of the Pester Power Award at the third annualChildren's TV Food Advertising Awards in Melbourne today.
The award recognises the most manipulative food ad on television and is voted on by the 2900 members of the Parents Jury, a web-based forum for parents to voice their views and advocate for the improvement of children's food and physical activity environments.
Professor Boyd Swinburn from Deakin University said the result clearly highlighted the continuing frustrations parents had about toys being used as marketing gimmicks for unhealthy foods.
"The message is loud and clear. Parents are fed up having to contend with McDonald's enticing their children to want its food by using free toy giveaways," he said.
The award also comes as the restaurant chain attempts to win over parents with its range of healthy fast food options, including pasta.
Meanwhile, Woolworths won the Parents Choice award for its Fresh Fruit Kids ad, which promotes healthy food.
The Smoke and Mirrors Award went to the Kellogg's Coco Pops Coco Rocks ad for being the most misleading.
Parents Jury members criticised the ad for giving the impression it is a healthy choice for their children.
Prof Swinburn said food and drink companies often used clever wording and phrases in their ads to make their product sound healthier than it actually was.
