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McDonald’s doubling spending on mobile devices

It seems suggestions that fast food outlets should limit their advertising for the sake of health has fallen on deaf ears, with McDonald’s set to double its spending on mobile advertising.

In February, the burger giant entered the mobile advertising market, and a McDonald’s spokeperson told Computerworld Australia that the company’s mobile ad spend had increased from three to six per cent since the beginning of the year but had not yet expanded to include other mobile devices such as tablets.

“At this stage we have not advertised on any other devices because it’s hard to measure return on investment on tablets and other devices due to tracking limitations,” the spokesperson told Computerworld.

“At the moment we are still trialling mobile advertising in order to nail the basics and to gain an understanding of what works and what doesn’t.

“This will put us in a good position to solidify our strategy moving forward.”

The move comes after McDonald’s and Burger King did not join KFC in banning toys from kids meals in August.

Research has found the number of junk food ads has actually increased despite suggestions from the Australian Food and Grocery Council (AFGC) that the practice should be disallowed.

The Cancer Council has called for a ban on cartoons used in junk food advertising and the Australian Medical Association wants government policy developed to ban all junk food advertising.

The AFGC said earlier this month it was “disappointed” some states are rolling out their own nutritional information on fast food menus, as it is in the process of developing a nationalised scheme.

The Australian Heart Foundation also announced last week it would no longer be awarding the Tick to fast food retailers and instead concentrating on misleading health claims across the board.

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