Summary
Britain has told KFC that the company must stop airing its advertisement for the Mini Chicken Fillet Burger, saying that the ad makes the sandwich look bigger than it really is. By using ingredients that are larger than the actual sandwich and using a model with small hands, KFC was deliberately misleading customers, according to a watchdog agency.
The concerns over the advertisement came after several customers complained about the misleading advertisement. However, KFC claims that the burger shown in the ad is within the burger's standard dimensions and the name and price of the burger clearly showed that it is a small sandwich.
Original source:
http://www.forbes.com/technology/ebusiness/feeds/ap/2005/03/30/ap1913980.html
Details
When is a mini burger not a mini burger?
When TV advertisements appear to inflate its size, according to the British advertising watchdog, which on Wednesday banned an advertisement from fast food giant KFC following complaints from viewers that the "Mini Chicken Fillet Burger" was smaller than it appeared on TV.
The Advertising Standards Authority said its own investigation found that the burgers sold a three London KFC outlets had thinner buns, less filling and different lettuce than what was shown in the ads.
KFC, owned by Louisville, Kentucky-based Yum Brands Inc., claimed that the burger in the ad was "within KFC's standard range of dimensions for the burger," and noted that its name and price - 99 pence (US$1.86, euro1.41) - indicated its smaller size.
The fast food chain added that the woman used to provide a close-up of the burger in the ad may have had small hands, although she was not chosen specifically for that reason.
"Advertisers are permitted to present their products in a favorable light but not in a way likely to mislead viewers," the advertising authority said in a statement.
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Tuesday, April 26, 2005
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