De Vegetarische Slager ("The Vegetarian Butcher")
scores one hit after the other: from vegetarian chicken pieces to
vegan petit filet a l'Americain, the Dutch are discovering
these meat substitutes more and more. Recently, the Advertising
Code Committee received a complaint about a radio commercial in
which BBQ King Jord Althuizen cooks with the vegan Bofkipburger of
the popular meat substitute brand.
According to the complainant, the commercial gives the
impression that the burger is made of meat. The name
'Bofkipburger' is said to cause confusion among consumers
and injustice to 'real' butchers.
The chairman of the Advertising Code Committee is of the opinion
that it is sufficiently clear that the 'Bofkipburger' is
not made of meat and that the butcher referred to only sells
vegetarian products. The 'Bofkipburger' is a humorous
description of a vegetable alternative to chicken meat. Moreover,
the average consumer is now accustomed to the use of meat
designations
