Published: Thu, June 21, 2018
Business | By Eloise Houston

Burger King apologizes for Russian World Cup pregnancy ad

Burger King apologizes for Russian World Cup pregnancy ad

Burger King Russia originally posted its promotion just days after Tamara Pletnyova, a Russian lawmaker, urged the nation's women to "think better of" having casual flings with visiting World Cup players.

The burger chain's Russian branch offered the women a lifetime supply of Whoppers and 3 million roubles ($64,000).

The deleted promo said that encouraging Russian women to bear the children of football players "will lay the foundation for the Russian team's success several generations ahead".

"Burger King, within the framework of social responsibility, has appointed a reward for girls who get pregnant from the stars of world football", the ad reads in part, according to a Deadspin translation.

Because someone within the fast-food chain's promotional and/or social media department thought it would be a good idea to run a competition promising a lifetime supply of Whoppers and three million rubles - about £35,000 - to any Russian woman who gets herself knocked up by a World Cup footballer. "Forward! We believe in you!"

"We are sorry about the clearly offensive promotion that the team in Russian Federation launched online", it told the Associated Press on Wednesday.

Burger King has since apologised for the insensitive advert in a statement released by the company.

Critics slammed the offer, announced on Russian social media, as sexist and demeaning. "As soon as it was brought to our attention, we had it removed".

The news organization reports that Russian ads usually hone in on sexist stereotypes especially surrounding sporting events such as the World Cup.

Last year, it used the likeness of a 16-year-old rape victim to promote a buy one get one free burger deal.

Mikhail Degtyaryov told women they should make babies with visiting fans as their children would be proud when they grow up. "Maybe there will be such girls or maybe not, I hope, maybe they will think better of it".

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