ITC Refuses To Clamp Down On Burger King Commercial
The Independent Television Commission has refused to censure a television campaign for Burger King which featured a woman covered in bite marks, despite complaints from dozens of viewers that it condoned domestic violence.
The television watchdog launched an investigation into the commercial after receiving complaints from 83 viewers across the UK. One of the complainants was a police officer who said biting was a common feature of domestic violence and another had been a victim of such an assault.
The campaign showed a woman covered in human bite marks waking up next to her partner and exclaiming: “I think I’ve been bitten.” Her partner then examines the bite marks guiltily and a voice over states: “Got the urge for a big bite. Try the new Burger King Pepper Jack Stack.”
It is understood that Burger King voluntarily withdrew the commercial last month and apologised for any offence it may have caused.
However, the ITC has concluded that the campaign is acceptable and considers it unlikely that the majority of viewers would interpret the commercial as a portrayal of domestic violence. The watchdog said it was clear that that man did not bite the woman intentionally and noted that the woman did not look upset, scared, or threatened.
It did not agree that the image of bitemarks in the context of campaigns condoned biting as a form of domestic abuse and cleared the commercial of all complaints.
Earlier this year the ITC banned a Gillette TV ad featuring an office worker running from a building about to be demolished by a wrecking ball, after 159 viewers complained that it was too reminiscent of the World Trade Centre disaster (see ITC Bans Gillette TV Ad Following 159 Complaints).
ITC: 0207 306 7743 www.itc.org.uk
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