The Advertising Standards Authority (ASA) has upheld complaints it received over the size of a Double Whopper shown in a television advert for Burger King.

Three members of the public complained that the product shown in the advert appeared larger than the product sold in Burger King outlets.

Burger King responded by saying that the Double Whopper shown in the advert contained exactly the same ingredients and was made to the same build and with the same procedures. They said no special effects other than studio lighting had been used in photographing the product.

However, the ASA upheld the complaint, arguing: “We purchased Double Whoppers from two Burger King restaurants. The thickness of the burgers, the quantity of the additional fillings and the overall height of the product were considerably less than shown in the advert. We considered that the visuals used in the advert were likely to mislead viewers as to the size and composition of the product.”

The ASA found the company in breach of the industry code on misleading advertising and implications and has stipulated that the advert must not be shown again until the ambiguous impression of the size and composition of the product has been corrected. Details: www.asa.org.uk