Definition of the marketing techniques
| Marketing technique | Definition |
| Food and/or beverage shown | Any visual food or beverage item. (For food, this does not include packaging. For beverage, this can include beverage cups as long as the post does not clearly show that the cup is empty. Background menu with images of food/beverage does not apply to this category as well as animated food/beverage unless it is part of the concept of the post) |
| Celebrity/influencer/sponsorships | Includes a reference to the person or organisation (must have over 10K followers) on the post or is partnering with McDonald’s |
| Healthy habits | Promotes healthy diet, exercise, conservation efforts, local farms, education or any other ideas that promote the well-being of the person or environment |
| Child-targeted | Shows a child, cartoons, Happy Meal, toys, characters (eg, from films) or any other child-related themes |
| Special price promotions | Discount offers, 2-for-1 deals, buy-one-get-free deals or any other reduced-price promotions |
| Promote McDonald’s App, website or McDelivery | Promotes app, website or McDelivery in any way (eg, app store logo) |
| Free giveaway/voucher | Includes competitions with free prizes, free food offers and any other free giveaways that do not include purchasing another item |
| Culturally relevant | Includes holidays, famous monuments (has to be relevant to its country), religious symbols or any other reference to the country’s culture |
| Engagement | Encourages to like, comment, read the bio or any other way to interact with the post |
| Philanthropy/charity | Undertakes any charitable work |
| Emotional appeal | Evokes emotional reaction (eg, happiness) or allows to reminiscence |
| New branch | Markets a new regional McDonald’s that has opened |
| Humour | Any post that attempts to use comic marketing (eg, memes, jokes, comic actions) |