Burger King has been banned from displaying adverts suggesting its Rebel Whopper, which is cooked along with meat and includes egg, is vegan-welcoming.
The Promotion Expectations Authority (ASA) said the chain’s assert that the burger is “100% Whopper, no beef” could be understood to indicate it did not include animal items.
Burger King claimed it had been “apparent and clear” in its advertising.
The Vegan Society explained it was a “missed option”.
“We communicated from the outset that the Rebel Whopper is aimed at a flexitarian audience,” the speedy food items chain explained in a statement.
But the ASA found that Burger King’s social media posts about the Rebel Whopper gave the impression it could be eaten by vegans and vegetarians.
The posts integrated a brand declaring “Vegetarian Butcher”.
“The inexperienced colour palette and the timing of the advertisement and item release to coincide with ‘Veganuary’ contributed further more to the perception that the item was suited for vegans and vegetarians,” the ASA said.
Some of the adverts integrated little print declaring “cooked along with meat products”.
But the ASA claimed: “We thought of it was not adequately distinguished to override the all round effect that the burger was acceptable for vegetarians and vegans.”
When the burger was introduced, the fast food stuff chain reported it was aimed at all those who want to cut down their meat intake.
But a spokesperson for the Vegan Modern society named the launch a “skipped opportunity”.
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Burger King explained to the ASA that it had been “clearly communicated” on social media and to journalists that the burger may not be ideal for vegetarians or vegans.
It also stated that it had not included the “Vegetarian Butcher” emblem in Television set adverts because it was viewed as “potentially misleading”.
“Burger King spelled out that the item itself consisted of a 100% plant-centered patty equipped by the Vegetarian Butcher and experienced no beef,” the ASA said.
“They extra that a customer who did not want mayonnaise could have excluded that from their order.”