Consumer group accuses Burger chain over toy promotion
A fast food chain is encouraging pester power by giving youngsters free Transformers toys with kids’ meals, a consumer group said today.
Burger King’s promotion applies to children aged three and over, although the Transformers film has a 12A classification.
The National Consumer Council (NCC) said giving branded Transformers toys to youngsters for free will encourage under twelves to see the film.
It wants advertising rules for marketing promotions such as this one to be tightened.
NCC chief executive Ed Mayo said: “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?
“The promotion with Burger King looks and feels like it’s designed to pester and undermine.”
The 12A classification for Transformers – which launches today – means it contains moderate action violence.
Under 12s may see the film in a cinema if they’re accompanied by an adult.
A Burger King spokesman said: “In light of the 12A classification of the new film, Burger King is pleased to be able to make these popular toys available in our restaurants so that children who are perhaps too young to see the film can still enjoy the magic of Transformers.
“Burger King enters global film promotional partnerships at least a year in advance of the cinema release, at which time the film classification remains undecided.
“Promotional toys like the Transformer toys are only promoted in our restaurants.”
The Committee of Advertising Practice which draws up advertising guidelines said it couldn’t respond until it had received the NCC’s complaint direct.
