Burger King slammed for Indiana Jones promotion

Metro (UK)

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 campaign.

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.