Belgian firm Bicky Burger removes Facebook ad after massive backlash

A Belgian fast-food company, Bicky Burger removed its Facebook vertisement and apologised after facing severe backlash. vertisement, in form of a comic-book im, was deemed misogynistic in nature in which a man was seen slapping a woman for t getting “auntic” burger. According to local media, Belgium’s Jury for Ethical Practices in vertising (JEP) told that y received hundreds of complaints about an vertisement within hours.

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Massive backlash from public and politicians

vertisement was criticised by public and politicians alike. Bénédicte Linard, Vice-President of Government of Wallonia-Brussels Federation and Minister of Children, Health, Culture, Media and Women's Rights, said that Bicky Burger trivialized a serious issue like violence against women. She took to Twitter saying 38 women were killed in Belgium in 2017 because y were women.

“In 2016, re were 18,000 complaints of domestic violence in Wallonia-Brussels Federation. This is a serious subject that is totally irresponsible to trivialize,” she wrote.

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'Completely irresponsible'

Nawal Ben Hamou, secretary of state for equality in Brussels, wrote a Facebook post calling vertisement campaign ‘completely irresponsible’.

“This shows how much we still need to fight violence against women and cyber sexism. This is a priority of Brussels government. And you can count on my commitment and determination,” she wrote. “ brand clearly encours behaviour that puts physical integrity of women at risk. I decided to file a complaint with vertising ethics jury,” she ded.

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Dutch food producer behind Bicky Burger, Goodlife Foods issued an apology after removing objectionable vertisement. “We very much regret that this mess gives impression of promoting such ways of thinking. We h intention of inciting violence, we see that subject has opened a debate in media,” said company in a statement.

Bicky Burger Facebook p also posted an apology after removing vertisement. "We want to apologize to all people who find our mess from yesterday offensive," company wrote.

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