From today's Daily Mirror (27/07/07, page 19):
(headshot of Megatron)
FURY OVER 'VIOLENT' ROBOT GIFT FOR KIDS
By Louise Barnett
BURGER King was yesterday slammed for encouraging kids as young as three to watch the violent Tranformers movie
The fast food chain is giving away free toys, based on the film's characters, to kids of three and over despite it being classified a 12A. [i](UK rating)[/i}
The National Consumer Council chief executive Ed Mayo said "This is a great summer for films and we wish Transformers well, but it has a level of violence that gives it a rating of 12 and over.
"So why are we seeing marketing to children over the age of three?
"The promotion with Burger King looks and feels like it's designed to pester and undermine."
The NCC insists the toys, given away free with kids' meals will lead to the very young using pester power to urge parents to let them see the film.
It wants new advertising rules for similar promotions to be tightened.
The summer blockbuster, which launches today, is classified 12A because of its moderate violence. This means under twelves can only see it in a cinema if they are accompanied by an adult.
A Burger King spokesman said: "We are pleased to be able to make these popular toys available in our restaurant so that children who are perhaps too young to see the film can still enjoy the magic of Transformers.
"Burger King enters global film promotional partnerships at least a year in advance of the cinema release, at which time the film classification is undecided."
The Committee of Advertising Practice, which draws up advertising guidelines, refused to comment until it officially receives the NCC complaint.
Last edited by Kern
on Fri Jul 27, 2007 6:00 am, edited 1 time in total.
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