The fast food chain promised a reward to women who get ‘the best football genes’ and ‘ensure the success of the Russian team for generations to come.’
It offered women impregnated by players 3 million Russian roubles (£35,745) and a lifetime supply of Whoppers.
Burger King has apologised for offering a lifetime supply of Whoppers to Russian women who get pregnant by World Cup players. Pictured, a screenshot of the promotion
But critics assailed the offer, announced on Russian social network VK on Tuesday, as sexist and demeaning.
The announcement was removed later in the day from Burger King’s social media accounts, but is still circulating among Russian social network users.
The fast food company posted a Russian-language statement on VK – Russia’s equivalent to Facebook – saying: ‘We offer apologies for the announcement we made. It was too offensive.’
Ads in Russia often play on sexist stereotypes, notably ads around sports events like the World Cup.
Burger King had offered women impregnated by players 3 million Russian roubles (£35,745) and a lifetime supply of Whoppers
Women’s rights activists have been increasingly speaking out against them.
Burger King Russia itself also a history of poor-taste campaigns.
Last year, it used the likeness of a 16-year-old rape victim to promote a buy one get one free burger deal.
source: Daily Mail