Burger King faces legal heat over alleged ad exaggerations
A court in Miami found that Burger King's advertisements may mislead consumers. The lawsuit was filed by 19 customers from 13 U.S. states, claiming that the chain exaggerates the size of its products in advertisements. The case continues, despite efforts by Burger King to have it dismissed.
According to Reuters, federal judge Roy Altman from the district court in Miami decided that Burger King's advertisements may mislead consumers. As a result, he dismissed the chain's request to reject the lawsuit, allowing the case to proceed.
Allegations against Burger King
Nineteen customers from 13 U.S. states filed the lawsuit against Burger King. They claim that the chain significantly exaggerates the sizes of almost all menu items, both in restaurant ads and online materials.
The complaint cited examples of burgers being presented as "overflowing" the bun, while in reality, the Whopper is said to be up to 35 percent smaller than in the photos and to contain more than twice as little meat.
Burger King admitted that product images in ads are styled "more beautifully" by professional photographers, but emphasized that informed consumers understand that menu photos are meant to look appealing. Nonetheless, Judge Altman found that the allegations against Burger King could go beyond "mere exaggeration or puffery."
Burger King's reaction and next steps
Burger King, part of the Canadian company Restaurant Brands International, which also owns brands like Tim Hortons, Popeyes, and Firehouse Subs, strongly denies the allegations.
"The plaintiffs’ claims are false," the statement said. "The flame-grilled beef patties portrayed in our advertising are the same patties used in the millions of burgers we serve to guests across the U.S."
Meanwhile, the plaintiffs' attorney, Anthony Russo, expressed satisfaction with the court's decision. It's worth noting that a similar case against Subway is still ongoing in a New York court.
