ASA raps McDonald’s over French fries claim

McDonald’s has been criticised by the Advertising Standards Authority (ASA) for using a misleading claim in its press campaign to promote its French fries.

The strapline: “We peel them, slice them, fry them and that’s it” does not describe the complete process of how the fries are produced, according to the ASA.

The Food Commission and members of the public also objected to the fact that the fast-food chain made no mention of the significant amounts of salt added to its French fries.

The ASA has ruled that because the campaign contains claims such as “End of story” and “…that’s it” most people will believe that McDonald’s has described the complete process of how it produces fries. McDonald’s has been asked not to repeat the claim.

Separately, retailer Comet has been accused of inflating the price of an LG 17-inch widescreen television to include the price of a “free” DVD player that it was offering. The ASA has also censured it for not honouring its price guarantee for the TV.

The advertising watchdog has asked the retailer to amend its ad, which uses the strapline: “Always Low Prices – Guaranteed… The Comet Price Guarantee”. Comet has been asked to seek help from the Committee of Advertising Practice (CAP) advice team for future “price guarantee” campaigns.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here