Finland Bans McDonald’s Ad

A Finnish consumer affairs court banned a television advertisement for the fast-food chain McDonald’s, saying it exploits the loneliness of a child, a court official said.

The advertisement shows a young boy unhappily surveying an empty apartment his parents apparently plan to move into.

Despair turns to joy when he sees a McDonald’s on the other side of the street, and the happy ending shows the boy eating in the restaurant.

The court said the advertisement could give the impression McDonald’s products could replace friends or lessen loneliness.

It said the company could face a $50,000 fine if it used a child’s loneliness to promote its products in a television advertisement again.

In its response in court, McDonald’s said the advertisement was part of its drive to present a visit to its restaurants as a family event and the role of McDonald’s as a favorite eating spot for children in particular.