Outrage in Belgium over Viral Ad Showing Man Punching Woman for Handing Him a Wrong Sandwich

Brussels: Belgium’s promotion regulator on Wednesday pronounced it has clocked adult hundreds of complaints over a viral hamburger ad display a comic-book chronicle of a male punching a lady for handing him a wrong sandwich.

Consumers and politicians called a online ad “sickening” and “irresponsible”, observant it went directly opposite open campaigns disapproval domestic violence. The ad, published on Facebook, directed to proclaim a Belgian hamburger brand, Bicky Burger.

Its animation character borrowed from 1950s and 1960s American pop-art done famous by artist Roy Lichtenstein and by a row from a 1965 comic display Batman slapping his sidekick Robin that has been reworked into a long-running internet meme.

The Bicky Burger ad depicts a male in a fit overhanging his fist to vigourously strike a chubby blonde lady carrying a fast-food enclosure as he exclaims: “Seriously, a feign Bicky?”

The conduct of Belgium’s regulatory Advertising Council, Sandrine Sepul, pronounced a group had perceived 300 complaints from a open in 24 hours. She pronounced that a Dutch food company, Izico, consecrated a announcement and her group had transmitted a complaints to a reflection in a Netherlands.

Izico was systematic to explain itself, she said, adding that probable punishment could be motionless “in a few weeks”.

Belgian media ran irritable reports on a controversy, that led to a ad being pulled from Facebook — though it was relayed thousands of times in particular amicable media posts.

Le Soir journal asked how such an promotion debate could be combined in 2019 when, in Belgium, “every 10 days a male kills his mother or his ex. And each day a series of women are humiliated, raped, beaten”.

Two informal politicians in assign of gender equivalence for Brussels and for a Wallonia partial of Belgium pronounced they had also called on a country’s Advertising Council to act.

One of them, Nawal Ben Hamou, pronounced on her Facebook page she found a ad “sickening and totally irresponsible”. The other, Christie Morreale, echoed that in a twitter observant that “using assault towards women in an ad is irresponsible”.

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