6 - 12 April 2000

Apology from McDonald's Netherlands

McDonald's Malta reacted strongly and swiftly and have been given an apology by McDonald's Netherlands for the TV commercial which criticised the Maltese national football team.

The commercial whipped up a reaction of disdain from the Maltese Football Association and the national team supporters on the island.

"The minute we learnt of this commercial we asked that it is stopped. McDonald's Malta are major backers of Maltese football and understand the reaction of football supporters. We also got in touch with Dr Joe Mifsud, the MFA President and expressed our sympathy and support," said John Correia, chief executive of McDonald's in Malta. He said the commercial hurt the sensitivities of followers of the Maltese national team.

Once McDonald's in Malta learnt of the TV commercial they contacted Patrick Van Gils, the McDonald's Netherlands marketing manager in charge of the commercial. He apologised for the distress the commercial had caused and pledged it would be stopped. He said a letter of apology from the managing director of McDonald's Netherlands, Addy Hendrikx would follow.

In fact, this arrived the following day. Mr Hendrikx said: "The screening of this commercial has been stopped. We had no intention of offending anyone. If we did we sincerely apologise."