Burger King has been given a slap on the wrist by the UK’s ad watchdog after it tweeted it would be “selling milkshakes all weekend” following the ‘milkshaking’ of a number of right-wing politicians.
But Burger King tweeted the next day: “Dear people of Scotland. We’re selling milkshakes all weekend. Have fun. Love BK. #justsaying”.
It came after Stephen Yaxley-Lennon – also known as Tommy Robinson – and UKIP candidate Carl Benjamin were both doused in milkshake during the EU election campaign.
In a follow-up tweet, Burger King told its followers: “We’d never endorse violence – or wasting our delicious milkshakes! So enjoy the weekend and please drink responsibly people.”
But in a ruling on Wednesday, the Advertising Standards Agency (ASA) revealed it had effectively banned the tweet after receiving 24 complaints.
Calling the ad “irresponsible”, the watchdog said there had been widespread reporting of both politicians having drinks thrown at them and Farage’s appearance in Edinburgh.
“Although we acknowledged that the tweet may have been intended as a humorous response to the suspension of milkshake sales by the advertiser’s competitor, in the context in which it appeared we considered it would be understood as suggesting that Burger King milkshakes could be used instead by people to ‘milkshake’ Nigel Farage,” the ASA said.
“We considered the ad therefore condoned the previous anti-social behaviour and encouraged further instances.”
The burger chain has been told the ad must not appear again and must ensure that its future marketing does not “condone or encourage anti-social behaviour”, the ASA added.
Responding to the ruling, Burger King said the tweet was supposed to be “a tongue in cheek reaction to the situation”.
“It appears some have misinterpreted this as an endorsement of violence which we absolutely reject,” the brand said in a statement.
“At Burger King, we totally believe in individuals’ right to freedom of expression and would never do anything that conflicts with this. We’d never endorse violence or wasting our delicious milkshakes.”