Burger King’s milkshake tweet ‘incited violence’, ad watchdog rules
Burger King has been censured for inciting violence after the fast food chain promoted its milkshakes just days before a banana and salted caramel drink was launched at Nigel Farage.
In May, a branch of rival McDonalds in Edinburgh halted sales of milkshakes and ice creams during a nearby political rally due to a string of recent attacks involving the drinks.
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In a tweet posted the following day, Burger King wrote: “Dear people of Scotland. We’re selling milkshakes all weekend. Have fun. Love BK. #justsaying.”
The advertising watchdog received 24 complaints, which branded the fast food chain “irresponsible and offensive” for encouraging violence and anti-social behaviour.
Burger King defended its tweet, saying it was intended to be tongue-in-cheek and that the company did not endorse violence.
It said this was made clear in a follow-up post on the social media site, which said: “We’d never endorse violence – or wasting our delicious milkshakes! So enjoy the weekend and please drink responsibly people.”
While the Advertising Standards Authority (ASA) acknowledged that the tweet was supposed to be humorous, it ruled the ad could be interpreted as an encouragement to “milkshake” Farage.
“We considered the ad therefore condoned the previous anti-social behaviour and encouraged further instances. We therefore concluded that the ad was irresponsible,” the watchdog said in its ruling.
Two days after the offending ad, a man launched his £5.25 milkshake at Farage while the controversial politician was campaigning in Newcastle.
Paul Crowther pleaded guilty to common assault and criminal damage, and was ordered to pay the Brexit Party leader’s suit-cleaning bill.
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The incident followed two similar milkshake attacks on rightwing activist Tommy Robinson and a further milk-based melee involving Ukip candidate Carl Benjamin.
The ASA said the tweet, which has since been deleted, must not appear again in its current form, and warned Burger King to ensure its future ads do not condone or encourage anti-social behaviour.
Main image credit: Getty