The advertisement for a breakfast sandwich, broadcast only in Taiwan, shows a two-second glimpse of a woman's identity card that lists her nationality as "Taiwan."
Comments on internet bulletin boards on Monday accused McDonald's of violating Chinese law by supporting independence for Taiwan, which Beijing claims as part of its territory.
"McDonald's this is what you want to do? Help Taiwan independence?" said a posting on the Sina.com portal signed "Good Knife Still."
Phone calls to McDonald's China headquarters were not answered.