McDonald's fish chops ad offends single-parent families.

The little boy struggled to find similarities between himself and his late father, only to discover that the only thing that was the same thing between them was the love of the same McDonald's food. Such a television advertisement recently triggered protests by children's charities and single-parent families in the United Kingdom, McDonald's spokesman apologized on the 15th.
the ad, which hits the UK market on December 12, is expected to air for seven weeks. In the ad, a boy keeps asking his mother what he and his late father have in common, but the mother doesn't give a positive answer until the boy orders a fish chop at a McDonald's restaurant, and the mother says, "This is your father's favorite." staff at
UK's charity Grief Encounters, which focuses on single-parent children, said they had received a number of calls from parents after the ad aired complaining that it was offensive to single-parent families by devaluing the importance of parental affection and neglecting the psychological suffering of bereavement children.
single mothers who have experienced widowhood say their children are confused and unhappy after watching the ads. "What will the children think?" Can a fast food solve their emotional pain? A mother from London questioned. One in 29 children in the UK experience bereavement before the age of 16, according to Grief.
McDonald's spokesman issued an apology statement on the 15th, saying that offending single-parent families was not the intention of the advertisement.
Advertising Standards Authority said it had received complaints and would assess McDonald's advertising to determine whether to investigate further. (Xinhua News Agency)