McDonald’s has had to drop the term “artisan” from promotion of its newest burger – the “Irish” McMór, with its bacon and cabbage and Charleville cheese.

The Food Safety Authority of Ireland (FSAI) has said the burger isn’t up to the artisan tag as required in regulations published earlier this summer, The Irish Times reports this morning.

The burger was launched yesterday with some fanfare from the fast food chain, with the marketing pushing the McMór as a burger with all the trappings of home-grown, natural ingredients, and a "tribute to the best produce and finest flavours from across Ireland".

But under FSAI rules a food product can only be touted as artisan if it is of limited quantity, and produced by skilled craftspeople, using locally sourced ingredients where possible. The McMór’s promotional material, labelling the burger artisan, has reportedly raised eyebrows at the FSAI, who will be contacting McDonald’s to look into the claim.

McDonald's have today said the use of the artisan term was "inaccurate on our news release." 

"(H)owever it didn’t appear on any other of the marketing or advertising materials. It goes without saying that we’ll remove this term for any further material issued."