Misleading Burger King advert banned

Josie Clarke
Saturday 22 October 2011 21:06

A Burger King advertising campaign has been banned after customers complained that their chicken takeaways were far smaller than portrayed.

A television ad for the Tendercrisp chicken burger featured a man eating a large burger in a motel room.

Two viewers said the ad was misleading because they believed the product sold in Burger King stores was significantly smaller than the one shown on TV.

The Advertising Standards Authority said it had bought three of the burgers and found that their thickness, the quantity of additional fillings and the overall height of the product was "considerably less" than that advertised.

"We also examined the size of the burgers in the hands of an average-sized man and considered that they did not fill the hands to the same extent as the burger featured in the ad," the ASA said.

"We concluded that the visuals in the ad were likely to mislead viewers as to the size and composition of the product."

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