McDonald's Japan apologises for misleading ad promoting roast beef burger

McDonald’s has been called out by the Japan’s Consumer Affairs Agency over a misleading advertisement, and has since apologised for it.

According to news outlets, McD's Japan was handed a "recurrence prevention order" for an ad of its roast beef burger. In the ad, the beef in the burger was advertised as being made from sliced pieces of actual animal meat, when this was not the case. It was in fact made from reshaped meatThe Straits Times reported.

The consumer protection authority had filed the order on terms that the fast-food company violated the Law Against Unjustifiable Premiums and Misleading Representations. This is for displaying the product attractively as opposed to its way of making it. The Tokyo roast beef burger was advertised last year August on TV commercials and other media platforms.

This is not the first time an F&B brand has copped flak for misleading advertising. Earlier this year, Nestle Malaysia had to defend itself following public criticism that it was marketing its MILO product as a healthy one. In Singapore, F&B has often been called out for being in the top five industries which receive the most consumer complaints and feedback from 2015 to 2017, according to data from ASAS.