"It is obvious that the American colossus is trying to discredit its main competitor, but speculating on children's health is just too much," AVPN Vice President Massimo Di Porzio said in the press statement.
The AVPN added that any money gained from a lawsuit with McDonald's would go towards establishing educational nutrition courses.
A spokesperson for McDonald's told CNBC via email that they have not been approached directly by AVPN.
Kantar Retail EMEA's Retail Insights Director Bryan Roberts said it was relatively unusual for McDonald's to attempt to promote burgers over traditional local foods. Instead, the bulk of the fast food chain's marketing in Europe emphasized family dining, speed and locally-sourced ingredients.
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"There could be a very real risk of a backlash here, as the local pizza trade association has come out with all guns blazing and a section of the Italian public seemingly don't need much encouragement in terms of pushing back against McDonald's," he told CNBC via email.
And few competitors of McDonald's dare tread on national food.
"Most other fast food companies focus on their own products rather than directly attempting to compete against incumbent local fare," Roberts said.
"While the ad is clearly tongue-in-cheek and deliberately provocative, I get the sense that McDonald's might live to regret stirring up this particular controversy."