Published: Fri, June 22, 2018
Sport | By Cameron Gross

Burger King apologizes for Russian World Cup pregnancy promotion

Burger King apologizes for Russian World Cup pregnancy promotion

Burger King have apologised and rescinded a promotion in which the fast food chain offered free burgers to Russian women who successfully manage to get pregnant by World Cup footballers.

But this is not the first time that the Russian Burger King have caused controversy: only past year they used a likeness of a teenage rape victim in their two-for-one burger offer.

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.

Then finished with the exclamation, 'We believe in you!'

While Russian advertisements typically depict sexist stereotypes, female advocates have become increasingly vocal with the nation's problematic treatment of women in media.

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It's also just kind of gross, in our opinion.

In a statement, Burger King apologised for the ad, saying: "We are sorry about the clearly offensive promotion that the team in Russian Federation launched online".

The offer, the statement continued, "does not reflect our brand or our values and we are taking steps to ensure this type of activity does not happen again".

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

However, we'd kindly remind you that misogynistic advertising is not exclusively a Russian problem.

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