The Q Label does not offer a clear marketing advantage. The attitude and behavioural intentions of tourists are not significantly different towards hotels with the Q Label than they are towards those without it (Castañeda García, Rodríguez Molina and Herrera Camacho y Carm, 2013). Although ICTE claims that 40% of Spaniards recognise the Q Label, there is no evidence it has a value in the purchase decision process. The high level of recognition may be due to a large communication campaign by McDonalds, who in 2010 became the first restaurant chain to be awarded by the Q Label.