NCC criticises Burger King’s Transformers promotion for children

The National Consumer Council (NCC) has hit out at a Burger King promotion for the Transformers film saying it “feels like it’s designed to pester and undermine”.

Lambasting the initiative from the fast-food retailer and toy company Hasbro, NCC chief executive ED Mayo says: “This is a great summer for films and we wish Transformers well but it has a level of violence that gives it a rating of 12 and over (12A), so why are we seeing marketing to children over the age of three?” He adds: “It is deeply cynical of companies, knowing that films have ratings, to undermine them by marketing to children under that age.”

The consumer lobby group is calling for a change in advertising codes to close a loophole that allows such promotions and is taking its complaint to the Committee of Advertising Practice to ask for a consistent approach across all media and promotions aimed at children.

Burger King and is giving away Hasbro Transformer toys its “Have It Your Own Way” children’s meals.

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