Not a boycott, but a break from McDonald’s. Norwegians set one condition

According to Anima, birds raised for meat and used in the production of nuggets are kept in high-density conditions. Up to 18 chickens can be housed per square meter, meaning each bird has less space than an A4 sheet of paper. The organization has launched an online pledge. Customers signing the pledge state they will return to the restaurant once standards for farming conditions are improved. The campaign will run until August 9, 2026.

The pledge was published on the campaign website run by Anima. It takes the form of a letter to McDonald’s, signed by a “former customer” demanding action from the chain regarding chicken welfare. Thousands of people have signed the appeal. Until August 9, its content will be displayed on over 2,000 advertising spaces across Norway. The organization describes the action as a temporary break, not a boycott.

Anima’s managing director, Niklas Fjeldberg, stated that the actions are not directed against restaurant employees. He emphasized that campaign participants expect a response from the chain’s management. One of the signatories is 47-year-old Lena Heide Brennand from Halden, who said she was previously unaware of the chickens’ living conditions. She announced she would return to McDonald’s after the company introduces new requirements.

Some major companies operating in Norway have already adopted the European Chicken Commitment (ECC). The standard provides for lower bird density and the discontinuation of fast-growing breeds known as fast-growing chickens. Companies that have made the commitment include Rema 1000, Circle K, Scandic Hotels, and Max Burgers. The list also includes Oda, Strawberry Hotels, Best Western, Narvesen, 7-Eleven, Orkla, and Joe and the Juice. According to Anima, McDonald’s leaves decisions regarding farming practices to its suppliers.

Norwegian regulations allow up to 36 kg of chickens per square meter. The ECC lowers this limit to 30 kg and requires the use of slower-growing breeds with better health parameters. The European Food Safety Authority (EFSA) indicates that lower density reduces known risks to bird welfare. Fjeldberg emphasized that other chains have already implemented similar solutions. He added that McDonald’s achieves a turnover close to NOK 4 billion.

In January 2026, the Norwegian poultry industry decided to phase out the fast-growing Ross 308 breed by the end of 2027. It will be replaced by a slower-growing type of chicken. However, simply changing the breed will not reduce density, as individual buyers of meat must introduce their own requirements in this regard.