| Health-advocacy groups asks FTC to pull KFC ads
Associated Press Writer Last update: 08 November 2003 |
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LOUISVILLE, Ky. -- A health-advocacy group has asked the Federal
Trade Commission to force the KFC restaurant chain to pull television ads
promoting its fried chicken as a healthier fast-food alternative.
"These ads don't tell the truth," said Michael Jacobson, executive
director of the Center for Science in the Public Interest. "These ads take
the truth, dip it in batter, and deep fry it."
The nonprofit group, which advocates nutrition and food safety, said it
filed the complaint Friday with the FTC, whose role includes preventing
false and deceptive advertising.
An FTC spokeswoman would not confirm or deny whether the complaint was
filed. When it gets a complaint, the agency studies the facts to determine
whether to start an investigation.
KFC defended its new ad campaign, which debuted late last month.
"Our ads simply set the record straight by providing consumers the
absolute facts about KFC's original recipe fried chicken, which can be
part of a balanced, healthy diet," the company said in a statement. A KFC
spokeswoman declined further comment.
In one ad, a couple trying to begin "eating better" sits down with a
bucket of Kentucky Fried Chicken. Another ad implies that fried chicken
can be part of the diet for those watching their intake of carbohydrates.
Both ads briefly flash disclaimers saying that fried chicken is not low
in fat, cholesterol or sodium.
But the health-advocacy group said the disclaimers are "virtually
illegible."
KFC's advertising also says two of its original-recipe chicken breasts
have less fat than a Burger King Whopper.
One analyst was skeptical whether the new ad campaign was the right
approach for KFC. "I personally think they should just stick to touting
new products," said Jack Russo of A.G. Edwards & Sons.
KFC, a unit of Louisville-based Yum Brands Inc., has been struggling
with slumping sales, which prompted a shakeup with a new president taking
over the brand's U.S. operations. KFC's domestic same-store sales were
flat in October, a better-than-expected performance.
The chain also has been targeted by animal-rights activists protesting
the way its birds are treated and killed.
KFC has nearly 5,500 domestic stores with system sales of $4.8 billion.
Its international business generated system sales of $5.4 billion at
nearly 7,000 restaurants.
In trading Friday on the New York Stock Exchange, Yum shares rose 2
cents to $34.30.
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