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Belgium's king, Burger King in spat over web ad

By Eric DuVall
Belgian King Philippe and Queen Mathilde attend a gala in honor of Sweden's royals in Oslo on May 5. A spokesman for the Belgian royal family took issue with an ad by Burger King, asking people "who is the real king?" Photo by Rune Hellestad/UPI
Belgian King Philippe and Queen Mathilde attend a gala in honor of Sweden's royals in Oslo on May 5. A spokesman for the Belgian royal family took issue with an ad by Burger King, asking people "who is the real king?" Photo by Rune Hellestad/UPI | License Photo

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May 27 (UPI) -- Belgium's royal family took issue with one of the world's most recognizable monarchs, Burger King, over a marketing campaign a spokesman said is disrespectful.

The U.S.-based fast food company Burger King, which is set to open its first location in Belgium next month, launched a website in Belgium to promote the opening. It prompts users to pick one: Belgian King Philippe, or the company's mascot. If the user picks Philippe, the ad asks "Are you sure? He won't be the one to cook your fries."

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If they pick him again, it just says "no."

A spokesman for the Belgian royal family told the BBC the monarchy does not grant permission for photos to be used for profit, as it the case with Burger King's marketing venture.

"We disapprove of this approach," royal spokesman Pierre Emmanuel de Bauw said. "Since it is for commercial purposes, we would not have given our authorization."

The website does not use an actual photograph of Philippe, only a cartoon likeness of him, along with his name.

A Burger King spokesman said they had not received any correspondence about the ad from the royal family.

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