These reports are case summaries of complaints which appeared to raise issues of substance in relation to the interpretation of the ITC Advertising Standards Code. Summary statistics of non-substantive complaints can be found in the full reports which are obtainable from the ITC.
KFC Bargain Bucket
Complaint from: 1 viewer
Background
An advertisement for KFC promoted, and showed a family enjoying, the KFC Bargain Bucket for "only £7.99".
Issue
A viewer went to his local KFC and asked for a Bargain Bucket. He expected to get what was shown in the advertisement. However, he was given a box in which there were fewer pieces of chicken than portrayed in the advertising. He also complained that the advertising was misleading because a Bargain Bucket was in fact presented to customers in a box.
Assessment
When asked how the food was presented to customers the advertiser said that it was usual for customers who asked for a Bargain Bucket and who were eating in the restaurant to be given a box. However, a bucket was available if specifically requested.
The ITC considered that viewers would expect to receive what they saw in the advertisement. It did not consider it acceptable for them to have to specifically request it. Therefore it concluded that the advertisement was capable of giving a false impression of the products’ packaging as sold in KFC restaurants.
In respect of the quantity of chicken pieces contained in the Bargain Bucket, the advertiser said it contained six. The ITC noted that the commercial had shown a family of four each taking a piece of chicken from a bucket after which there clearly remained more than two pieces of chicken.
The ITC considered that these visuals gave a very clear impression that the bucket contained more than six pieces of chicken and was therefore capable of giving a misleading impression of the product. It required that the advertisement should not be shown again in its current form.
Conclusion
Complaint upheld. Breach of ITC Code Rule 5.2.2.
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