McDonald's Japan faces criticism over a special promotional campaign involving Pokémon cards, commonly referred to as "PokeCa". As part of the campaign aimed to attract Pokémon fans of all ages, Pokémon cards were given out with certain meal purchases. However, this strategy has resulted in several issues such as excessive buying and the reselling of these cards at higher rates, leading to an outcry from consumers who are accusing McDonald's of promoting unhealthy consumer behaviors.

In Japan, where the Pokémon franchise has deep cultural roots, there is significant demand for these cards. However, the promotion has triggered concerns around unfair and unethical marketing practices. Many are arguing for stronger consumer protection measures and promoting responsible consumption habits. The discussion touches on broader societal values, including fairness, respect for consumers' rights, and responsible business.

In the US and EU, there have been similar controversies with fast-food chains using toys or collectible items to promote sales. Regulations vary by country: for instance, in the UK, McDonald's faced backlash over plastic Happy Meal toys and was requested by a public petition to remove them. In the US, authorities have previously intervened in similar cases to put restrictions on marketing unhealthy meals to children.