ASA bans KFC ad over burger size

Marketing 31-Mar-05, 09:34

The Advertising Standards Authority (ASA) has banned a TV ad for KFC's Mini Fillet chicken burger after it ruled that the ones it portrays are bigger than those served.

The ad, created by Bartle Bogle Hegarty, features a man singing to a woman holding a burger, asking whether he can have a bite.

Five viewers complained that the ad was misleading. One claimed the featured Mini Fillet looked the size of a standard burger, while another said it looked to be twice the size. The ASA purchased three burgers in London and found in favour of the complainants.

KFC claimed the burger had been cooked in a KFC that day and was within its standard dimensions, adding that the actress may have had unusually small hands.

The ASA ordered KFC not to show the ad again in its current form.