A consumer from São Paulo filed a complaint at CONAR
(Brazil's National Advertising Self-Regulating Council) against
an outdoor advertisement made by Burger King that promised meals
for R$ 5.00 (approximately US$ 1.00). The consumer claimed that the
text informing that the offer is only available in a few Burger
King stores is displayed in the advertisement piece in such an
unreadable manner that he only noticed it after getting inside one
of the stores.
The advertiser defended itself by affirming that all the
information relevant to the consumers' decision is contained in
the advertisement. Hence, it could not be considered as
misleading.
Nevertheless, CONAR agreed with the consumer, taking into
account as an important point the fact that the advertisement was
being displayed near a store that was not included in the
promotion. Therefore, CONAR sent a warning to Burger King and
requested the alteration of the advertisement, both in the
readability aspect – making
