NEWS: ASA raps DMB&B Burger King ads for McDonald’s slur

Advertising watchdogs have intervened in the burger war with a warning to Burger King about a campaign that takes a cheeky swipe at its biggest rival, McDonald’s.

Advertising watchdogs have intervened in the burger war with a warning

to Burger King about a campaign that takes a cheeky swipe at its biggest

rival, McDonald’s.



The Advertising Standards Authority has backed a complaint by McDonald’s

about Burger King’s bus-side campaign using the slogan ‘60 per cent more

beef than them’. The letter ‘m’ in the word ‘them’ is in the same style

as the McDonald’s Golden Arches trademark.



The ASA supported the McDonald’s complaint that although the D’Arcy

Masius Benton and Bowles ad made it clear that Burger King’s claim

related only to regular hamburgers, it was not sufficient to put it in a

small footnote that could not be easily read on a bus-side.



Meanwhile, Carlsberg-Tetley and St Luke’s, one of its roster agencies,

have been warned about posters for Tuborg Gold lager after a complaint

that it extolled violence and soccer hooliganism.



One ad featured a picture of King George V with the caption: ‘Go on,

punch me in the stomach - hard as you like.’ Another showed Tsar Nicolas

II with the heading: ‘Who took the Arsenal? Who took the Arsenal? We

did. We did.’



The Meat and Livestock Commission has drawn first blood in its scrap

with the Vegetarian Society, which has failed to win ASA support for

complaints about nutritional claims made for meat in the commission’s

advertising.



Conversely, the ASA is investigating complaints about national magazine

ads by the Vegetarian Society, which have prompted complaints by the

National Farmers’ Union, and the Commission, that has branded them as

‘disgusting’ (Campaign, last week).



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).