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Burger King caught telling ad whopper

A Burger King campaign has been banned after customers complained that their chicken takeaway was far smaller than the one shown in the ad, a watchdog said today.

The ad for the Tendercrisp chicken burger featured a man eating a large burger in a motel room before an angry-looking cow was shown in the doorway, with a voice-over saying: "So good, you'll cheat on beef."

Two viewers said the ad was misleading because they believed the product sold in Burger King stores was significantly smaller than the one shown in the ad.

Defending the UK campaign, Burger King said it needed to clearly show all of a product's ingredients in its advertising.

Britain's Advertising Standards Authority said it bought three Tendercrisp chicken burgers and found that the thickness of the burgers, the quantity of additional fillings and the overall height of the product was "considerably less" than appeared in the ad.

It added: "We also examined the size of the burgers in the hands of an average-sized man and considered that they did not fill the hands to the same extent as the burger featured in the ad.

"We concluded that the visuals in the ad were likely to mislead viewers as to the size and composition of the product."

It ruled that the ad should not appear again in its current form.