Watchdog
bans Burger King tweet about 'milkshaking' Nigel Farage
ASA says
tweet condoned antisocial behaviour of throwing milkshakes at politicians
Mark Sweney
@marksweney Email
Wed 2 Oct
2019 00.01 BSTLast modified on Wed 2 Oct 2019 07.32 BST
A Burger
King tweet has been banned by the advertising watchdog for condoning antisocial
behaviour and encouraging political protesters to “milkshake” the Brexit party
leader, Nigel Farage.
In May, a
day after it emerged that a McDonald’s restaurant in Edinburgh had been asked
by police not to sell milkshakes because it was located within 200 metres of
where Farage was to hold a rally and protesters might throw them, Burger King
tweeted: “Dear people of Scotland. We’re selling milkshakes all weekend. Have
fun. Love BK. #justsaying”.
Farage had
previously been hit by a milkshake in Newcastle city centre, after a spate of
similar incidents against far-right candidates in the European elections
campaign, a form of protest known as “milkshaking”. Farage was scheduled to
make more public appearances in Scotland following the Burger King tweet.
The
Advertising Standards Authority launched an investigation into whether the
tweet broke UK advertising rules and should be banned, after it received 24
complaints that it was irresponsible and offensive because it encouraged
violence and antisocial behaviour.
“We
considered that the [tweet] was likely to be seen as a reference to the recent
incidents of ‘milkshaking’ political figures,” said the ASA. “We considered it
would be understood as suggesting that Burger King milkshakes could be used by
people to ‘milkshake’ Nigel Farage.”
Nigel Farage hit by milkshake while
campaigning in Newcastle – video
Burger King
UK, which has almost 50,000 Twitter followers, was criticised at the time for
inciting violence. It posted a follow-up tweet that said: “We’d never endorse
violence – or wasting delicious milkshakes! So enjoy the weekend and please
drink responsibly people.”
The burger
chain said the tweet was meant to be a “tongue-in-cheek reaction” to recent
events where milkshakes had been thrown at political figures. The ASA disagreed
and said the tweet broke UK advertising rules governing social responsibility
and harm and offence.
“We
considered that the ad condoned the previous antisocial behaviour and
encouraged further instances,” the ASA said. “We therefore concluded the ad was
irresponsible. We told Burger King to ensure that its future marketing
communications did not condone or encourage antisocial behaviour.”
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