Burger King uses Net to dodge ban on ad knocking McDonald’s

A Burger King TV ad has been blocked by the Broadcast Advertising Clearance Centre (BACC), forcing the fast-food giant to launch an online version of the comparative ad campaign knocking rival McDonald’s.

The BACC ordered Burger King to modify the &£1m ad, created by Lowe Lintas, because it claimed its Double Burger range contained 26 per cent more beef than a McDonald’s Big Mac, breaking comparative advertising rules.

A new version of the ad broke on TV this week, featuring the strapline “Seek the truth” and directing viewers to www.burgerking.co.uk.

The website contains research conducted by Middlesex-based SGS Food & Laboratory Services on behalf of Burger King.

The company claims the burgers contained in Big King Sandwiches and Bacon Double Cheese- burgers weigh on average 26 per cent more than Big Macs.

Burger King representatives have also driven poster vans around London to advertise the claim.

Marketing director Lorraine Thomson says: “We believe consumers are entitled to compare burgers fairly, which is why we’re launching the ‘Seek the truth’ Internet campaign. All we want to do is state the facts in a light-hearted manner.”

A McDonald’s spokesman says: “We listen to our customers, not our competitors.”

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