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肯德基广告被禁止使用"吃"字

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小编摘要:肯德基广告里的炸鸡总是那么的诱人。然而不仅是中国的消费者们,美国的消费者也并不买账。美国联邦传播委员会下令停止播放它的所有含有“错误和误导人的暗示”的广告。

   

 

美国联邦传播委员会于星期二不仅发文批评炸鸡连锁餐厅肯德基最近的全家桶无骨炸鸡系列广告,而且还对这家快餐连锁巨头处以60万美元的罚款,并下令停止播放它的所有含有“错误和误导人的暗示”的广告。在这些广告中,肯德基公司暗示他们的炸鸡系列产品适于食用。
Issuing a condemnation of Kentucky Fried Chicken's recent Boneless Variety Bucket commercials, the Federal Communications Commission on Tuesday fined the fast food giant $600,000 and ordered it to discontinue all broadcasts containing "false and misleading suggestions" that its heated chicken products are intended for consumption.
“肯德基声称它的炸鸡系列产品含有‘你们爱吃的口味’直接违反了联邦政府的相关规定, ”联邦传播委员会代理主席迈克尔.科普斯说。“从法律意义上说,‘吃’字只能用于适于人类食用的食物上。任何的暗示说消费者可以或应该‘享用’肯德基香辣脆鸡柳都违反了这些规定,也是对消费者的不正当欺骗。”
"KFC's claim that its fried offerings have 'that taste you'll just love to eat' is in direct violation of federal regulations," acting FCC chairman Michael Copps said. "The word 'eat' is legally permissible only in reference to substances appropriate for human consumption. Any implication that a consumer could or should 'enjoy' a KFC Crispy Strip fails to meet these standards, and presents an unlawful deception to consumers."
"Any future appeals by KFC for the public to ingest its products will be met with swift legal action," he added.
“在将来,只要肯德基公司继续鼓动人们食用他们的产品,我们都会迅速地采取法律行动。”他补充说。
Working in conjunction with the Federal Trade Commission to defend consumers from what they call "blatant untruths regarding the edibility of KFC menu items," officials at the FCC have issued a list of acceptable words and phrases the restaurant can use in its television and print ads. While "eat," "feast on," and "taste" remain off-limits, the FCC has approved the use of "purchase," "be near to," "look at," and "hold."
联邦传播委员会正和联邦贸易委员会共同采取行动以保护消费者,并促使消费者认清他们称之为“关于肯德基公司产品可食性的无耻的谎言”。联邦传播委员会还颁布了肯德基公司在它的电视和平面媒体广告中所能用的字词。“吃”、“享用” 和“品尝”等字词都在被禁止使用系列,联邦传播委员会批准了所能使用的字词,如“购买” 、“接近”、“看”和“拿”。
Federal officials have also placed strict regulations on what actors within the ads can be shown doing with the breaded objects, so as to reduce the risk that viewers may become confused and attempt to ingest a KFC Snacker.
联邦官员还严格地规定了汉堡包广告中的演员所能做的动作,以避免观众被误导,并被引诱去食用肯德基的鸡腿汉堡 。 
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2011-03-10 14:41 编辑:红木梳子
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