Burger King’s ‘Plant-Based’ Burger Ad Gets Banned For Being ‘Misleading’
The UK’s Advertising Standards Authority (ASA) has banned Burger King’s Rebel Whopper ad on grounds that it is too “misleading.”
The spot, launched back in January as part of Veganuary, saw the fast food chain promoting its “first plant-based burger,” the Rebel Whopper, which it claimed to be “100 percent Whopper, no beef.”
The visual was also depicted in green, and included a logo reading “Vegetarian Butcher.” This understandably gave off the impression that the burger was suitable for vegans or vegetarians.
While the burger does not contain any beef, the patty is cooked alongside the meat counterpart, according to the small print in the ad.
Twitter users weren’t too happy with the catch, but Burger King UK justified that cooking the patties in the same area allowed for the restaurant to “preserve the Whopper’s ‘signature flame-grilled taste’,” per Creative Bloq.
The ASA had issues with the ad, especially the Vegetarian Butcher logo, the green color theme and the timely release of the Rebel Whopper in Veganuary. These factors contributed to the impression that the burger was suitable for people following meatless diets.
Burger King, however, defended that how the burger was prepared was clear in the ad, as the print stated the menu item was “cooked alongside meat products” and might not be suitable for vegans. The ASA, nevertheless, ruled otherwise and declared it as “misleading.”
“The ads must not appear again in their current form,” the advertising watchdog concluded its statement.
You asked and we listened. Introducing the Rebel Whopper, our first plant-based burger! 🍔 Pick up yours exclusively with the app on the 6th and 7th and then available as usual from the 8th. T&Cs apply. pic.twitter.com/uXaOFdZ5BX
— Burger King (@BurgerKingUK) January 6, 2020
Hey - whilst the patty itself is completely plant-based, the Rebel Whopper is cooked on the same broiler as our beef to provide our signature flame-grilled taste, so we do not label the burger as vegan or vegetarian.
— Burger King (@BurgerKingUK) January 6, 2020
Cooked on the same grill as meat - so what actually is the point in this burger? 🤔
— 𝕸𝖊𝖑 (@_cherokeerose) January 6, 2020
So it’s an absolute waste of time then? What’s the point in bringing out plant based foods that aren’t suitable for even vegetarians? Surely a meat eater would just buy a beef burger if they’re going to be having beef juices anyway. Waste of money.
— 𝕮. (@craesull) January 6, 2020
“Burger King told the ASA that it had been "clearly communicated" on social media and to journalists that the burger (launched for veganuary) may not be suitable for vegetarians or vegans”
— Katie Hopkins (@KTHopkins) April 15, 2020
Nice one @BurgerKingUK - stealth meat into vegans. pic.twitter.com/fADumW9ujp
[via Creative Bloq, opening image via Burger King UK]
