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。