A BURGER King campaign has been banned in Britain after customers complained that their chicken takeaway was far smaller than the one shown in the ad.
The television advert for the Tendercrisp chicken burger featured a man eating a large burger in a motel room before an angry-looking cow was shown standing in the doorway, with a voice-over saying: “So good, you’ll cheat on beef.”
Two viewers said the ad was misleading because they believed the product sold in Burger King stores was significantly smaller than the one shown in the ad.
Defending the campaign, Burger King said it needed to clearly show all of a product’s ingredients in its advertising.
The Advertising Standards Authority (ASA) said it bought three Tendercrisp chicken burgers and found that the thickness of the burgers, the quantity of additional fillings and the overall height of the product was “considerably less” than appeared in the ad.
The authority added: “We concluded that the visuals in the ad were likely to mislead viewers as to the size and composition of the product.”
The Advertising Standards Authority ruled that the ad should not appear again in its current form.
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