Published: Fri, June 22, 2018
Sports | By Johanna Francis

Burger King apologizes for Russian World Cup pregnancy promotion

Burger King apologizes for Russian World Cup pregnancy promotion

Jumping on that bandwagon, Burger King in Russia made a decision to run a campaign on its social media accounts promising 3 million Russian roubles ($47,000) and a lifetime supply of Whoppers to women if they get impregnated by players competing in the World Cup.

Burger King promised 3 million roubles (€41,000) in addition to the offer of free food.

The promos, which were in Russian, encouraged women to bear the children of football players in order to "lay the foundation for the Russian team's success several generations ahead", reports The Moscow Times.

The fast food giant's Russian division posted an apology online, revealing that they have ended their campaign amid rampant backlash.

Critics assailed the offer, announced on Russian social media, as sexist and demeaning.

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The ad campaign was pulled from all Burger King social media platforms on Tuesday, but continued to circulate around the internet.

Ads in Russian Federation often play on sexist stereotypes, notably ads around sporting events like the World Cup.

They are especially common around sporting events, like the World Cup. The Associated Process reported that, in a statement released on the 20th of June, Wednesday, the organization apologized "about the cleary offensive promotion".

In the future, companies everywhere in the world can be better about examining their ad campaigns more carefully.

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