LOUISVILLE, Ky. -- A health-advocacy group has asked the
Federal Trade Commission to force the KFC restaurant chain to pull
television ads promoting its fried chicken as a healthier fast-food
alternative.
"These ads don't tell the truth," said Michael Jacobson,
executive director of the Center for Science in the Public Interest.
"These ads take the truth, dip it in batter, and deep fry it."
The nonprofit group, which advocates nutrition and food safety,
said it filed the complaint Friday with the FTC, whose role includes
preventing false and deceptive advertising.
An FTC spokeswoman would not confirm or deny whether the
complaint was filed. When it gets a complaint, the agency studies
the facts to determine whether to start an investigation.
KFC defended its new ad campaign, which debuted late last month.
"Our ads simply set the record straight by providing consumers
the absolute facts about KFC's original recipe fried chicken, which
can be part of a balanced, healthy diet," the company said in a
statement. A KFC spokeswoman declined further comment.
In one ad, a couple trying to begin "eating better" sits down
with a bucket of Kentucky Fried Chicken. Another ad implies that
fried chicken can be part of the diet for those watching their
intake of carbohydrates.
Both ads briefly flash disclaimers saying that fried chicken is
not low in fat, cholesterol or sodium.
But the health-advocacy group said the disclaimers are "virtually
illegible."
KFC's advertising also says two of its original-recipe chicken
breasts have less fat than a Burger King Whopper.
One analyst was skeptical whether the new ad campaign was the
right approach for KFC. "I personally think they should just stick
to touting new products," said Jack Russo of A.G. Edwards &
Sons.
KFC, a unit of Louisville-based Yum Brands Inc., has been
struggling with slumping sales, which prompted a shakeup with a new
president taking over the brand's U.S. operations. KFC's domestic
same-store sales were flat in October, a better-than-expected
performance.
The chain also has been targeted by animal-rights activists
protesting the way its birds are treated and killed.
KFC has nearly 5,500 domestic stores with system sales of $4.8
billion. Its international business generated system sales of $5.4
billion at nearly 7,000 restaurants.
In trading Friday on the New York Stock Exchange, Yum shares rose
2 cents to $34.30.