KFC Boneless Chicken Pieces / A F Rose / 14630
Ruling of the : ASA Directorate
In the matter between:
Ms A F Rose	Complainant(s)/Appellant(s)
Kentucky Fried Chicken International HoldingsInc t/a KFC	Respondent

04 Feb 2010

Ms Rose lodged a consumer complaint against a KFC television commercial promoting its Boneless Chicken Pieces.

The commercial shows a family eating KFC for supper. The father walks in just as the boy finishes his meal. He then remembers all the incidents when the boy had swallowed items and had to be taken to the doctor. He starts shaking the boy to get any chicken bones out of him. The voice-over states, “With KFC’s new boneless chicken, there’s no bones. So no worries! Mom and dad, have one less thing to worry about.”

COMPLAINT
In essence, the complainant submitted that the commercial is misleading as it gives the impression that the boneless pieces are normal size but without the bones and skin. However, the actual pieces are smaller than regular chicken pieces.

RELEVANT CLAUSE OF THE CODE OF ADVERTISING PRACTICE
In light of the complaint Clause 4.2.1 of Section II (Misleading claims) was taken into account.

RESPONSE
The advertising agency Ogilvy Johannesburg, on behalf of the respondent, submitted that to produce the boneless pieces, the skin and bones are removes from the normal chicken pieces. When comparing the two products, the average weight of its boneless mini-fillet is practically the same as the average weight of chicken keels, wings, drumsticks thighs or side-breasts with skin and bones removed. The difference in weight comes down to decimals, so there is no significant difference.

The respondent added that to address the size concern, it revised the commercial to assist consumers in understanding the product. It has changed the name to Boneless “Mini-fillets” to make it clear that it is a smaller fillet and not a full fillet. The voice-over also explains the product more.

In addition, it produced another commercial to educate consumers a bit more on the product, its make-up and its benefits. The commercial alternates with the commercial featuring the overreacting dad so that the two work together in educating consumers.

ASA DIRECTORATE RULING
The ASA Directorate considered the relevant documentation submitted by the respective parties.

The complaint submitted that the boneless chicken pieces are actually smaller than how they are depicted on the commercial. It appears that the complainant expected the new boneless fillets to be the same size as a regular fillet, which still contains the bones and skin.

While the Directorate is not entirely convinced that this is a reasonable expectation, given that deboning and skinning a piece of chicken is bound to alter its shape and size, it is not necessary to consider this aspect, given the action taken by the respondent.

The respondent submitted that to educate consumers about the product, it has changed the name “Boneless Fillets” to “Boneless Mini-fillets”. In addition, it is using a second commercial to alternate the exposure of the product and elaborate more on the nature thereof.

The ASA has a long standing principle which holds that where an advertiser provides an unequivocal undertaking to withdraw or amend its advertising in a manner that addresses the concerns raised, that undertaking is accepted without considering the merits of the matter.

The respondent’s amendments appear to address the complainant’s concerns. There is therefore no need for the Directorate to consider the merits of the matter at this time.

The undertaking is accepted on condition that the reference to “Boneless chicken” as opposed to “Boneless mini-fillets” is not used in future.

The respondent’s attention is also drawn to the provisions of Clause 15.5 of the Procedural Guide.