Burger King restricts ads to children

Burger King Europe has announced that it is to restrict advertising to children in the EU.

As part of its EU commitment to 'Providing and Promoting Healthy Choices to Children and Adults', only products which meet stringent nutrition guidelines will be advertised to children under 12. These guidelines specify criteria for a Kid's Meal (consisting of an entrée, side dish and beverage) including:

* No more than 560 calories per meal

* Less than 30% of calories from fat

* Less than 10% of calories from saturated fat

* No added trans fats

* No more than 10% of calories from added sugars

* No more than 1.67g of salt or 660mg of sodium

* No added artificial colourings and flavourings

This voluntary commitment is in line with the EU Pledge entitled, 'We will change our food advertising to children', which was signed by Burger King and 10 other companies in November 2007.

It is the first in a series of measures Burger King will develop and publish under the 'Have it Your Way® - Food You Can Trust' brand promise.

"This is part of our commitment to helping children eat and live better by promoting balanced diets, active lifestyle choices and making nutrition fun," said Peter Robinson, president, Burger King Europe, Middle East & Africa.

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