The advertisement of a man striking a woman for a burger shocks Belgium

A fist in a woman's face because of a hamburger problem. This is the disastrous visual chosen by a Dutch company to promote its flagship sandwich in Belgium. The advertisement was withdrawn a few hours after its release, after causing an uproar on social networks.

An advertisement for a hamburger has sparked an uproar in Belgium, consumers and politicians deeming it "nauseating" and "irresponsible" against a background of mobilization against domestic violence. She represents a woman hit by a man because it does not bring him the hamburger that he wishes. The Dutch company that wanted to promote its flagship product in Belgium, the Bicky Burger, withdrew the announcement after a few hours.

Posted on Facebook, the incriminated visual, which borrows from comics and American pop art of the 1950s, shows a man in a suit and tie punching a face in the face of a blonde woman, who wavers under the violence of the gesture. "Serious, a fake Bicky? "Proclaims the man to justify the gesture.

This advertisement for a hamburger showing a man hitting a woman sparked an uproar in Belgium. | KENZO TRIBOUILLARD - AFP

And the advertiser to explain, above the image, that only the good color of box makes sure that it is the "real Bicky", a steak cooked in the frying, prized of the Belgians lovers of junk-food.

"To throw up", for the Belgian daily newspaper Le Soir

Wednesday, all Belgian media echoed the outcry provoked by advertising, quickly removed from Facebook but remained visible in the comments of many Internet users.

"Bicky, burger to throw up," wrote the newspaper Le Soir in a mood note, wondering how, in 2019, creative advertising could judge such a campaign "funny, fun, promising . " "Every ten days, a man kills his wife, or his ex. And every day, some are humiliated, rape, beat up, " added the newspaper, expressing his " rage " .

Nawal Ben Hamou and Christie Morreale, Equal Opportunity Ministers, respectively in the Brussels-Capital Region and in Wallonia, have announced that they have seized the disciplinary body of advertising. The first blasted on its Facebook page a campaign "nauseating and totally irresponsible" .

"About one in four women will experience violence during their lives, some of them will die. Using violence against women in advertising is irresponsible, " added Christie Morreale on Twitter.

About 1 in 4 women will experience violence during their lives, some of them will die. Using violence against women in advertising is irresponsible. I will post this ad at the Institute for the Equality of Women & Men & the Advertising Ethics Jury pic.twitter.com/x7W8aFtkyk

On Twitter, many Internet users have also denounced advertising, some taking it to the other side.

And here is the return of fire ... #bickyburger pic.twitter.com/1lBP52jHxa

Seen on FB #bickyburger pic.twitter.com/47GaBDxlHx

Nearly 300 complaints filed

Some 500 complaints have been identified since Tuesday by the Council of advertising, the disciplinary body of the sector in Belgium, said Le Soir late Wednesday.

According to its director Sandrine Sepul, interviewed by Agence France Presse on Wednesday, the advertising ethics jury of Belgium transmitted the complaints received to the equivalent body of the Netherlands, the Code Commissie Code. The identified advertiser, Izico, is based in the Netherlands, she explained. The latter will now have to explain and a sanction could be decided within a few weeks .

"Even if there has been withdrawal (of advertising), it is important from a moral and symbolic point of view to rule to mark things," said Sandrine Sepul.

Share this article