Belgian firm Bicky Burger removes Facebook ad after massive backlash

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

Read: BrewDog Launches 'Hybrid Burger': 50% Vegan, 50% Meat, Faces Backlash

Massive backlash from public and politicians

The advertisement was criticised by the public and politicians alike. Bénédicte Linard, Vice-President of the Government of the 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 they were women.

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

Read: Burger King Scraps Plastic Toys In Children's Meals, Launches Amnesty

'Completely irresponsible'

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

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

Read: Indian Men's Hockey Team Return From Belgium With 100% Tour Record

The Dutch food producer behind Bicky Burger, Goodlife Foods issued an apology after removing the objectionable advertisement. “We very much regret that this message gives the impression of promoting such ways of thinking. We had no intention of inciting violence, we see that the subject has opened a debate in the media,” said the company in a statement.

The Bicky Burger Facebook page also posted an apology after removing the advertisement. "We want to apologize to all the people who find our message from yesterday offensive," the company wrote.

Read: Black Panther Spotted On Rooftops Of French Town Near Belgium Border