King slammed for Indiana Jones promotion
May 28, 2008
Food campaigners have
attacked Burger King for using the new Indiana Jones
film to promote children's meals.
The fast food chain is giving away one of eight Indiana
Jones toys with purchases from its kids menu, supported
by posters and food packaging.
The in-store promotion follows Burger King signing a
pledge in December to end all advertising to children on
television, in print and through the internet.
Sustain, a coalition of 170 organisations that campaigns
for healthy eating among children, has written a letter
to Burger King criticising the promotion.
Richard Watts, co-ordinator of Sustain's Children's Food
Campaign, said: "This is a shameless attempt to cash in
on the Indiana Jones film to sell burgers to children.
"It's completely inconsistent with their claims to
support children's health.
"This promotion shows just how little we can believe the
food industry's claims that they can be trusted to
self-regulate. Children's diets are in crisis and we
need the government to step in to protect children from
junk food marketing."
Sustain said the promotion was at odds with an EU pledge
made by Burger King, alongside a number of major food
companies including Coca-Cola, Nestle and Mars, to limit
marketing to under-12s.
However, while the pledge applies to junk food ads on
TV, in print and on the internet, it does not cover
in-store direct marketing such as the Indiana Jones
Sustain called on Burger King to stop using films in its
marketing to children.
The letter reads: "Giving away a wide range of toys
encourages children to return to Burger King again and
again and collect the set. Encouraging regular repeat
visits to your restaurants will contribute to the
current diet-related health crisis.
"As you know, promotions to children play an important
part in shaping their food preferences and encouraging
regular visits does not promote a balanced diet."
The toys, which include Boulder Escape Indy, Stunt Jump
Indy, the Tricky Treasure and the Temple of Mystery,
have started to appear on eBay.
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