Monday, 24 September, 2018

Burger King takes on net neutrality via 'Whopper Neutrality' experiment

Burger King’s net neutrality add is oddly persuasive Burger King takes on net neutrality via 'Whopper Neutrality' experiment
Nellie Chapman | 25 January, 2018, 02:45

The video is meant to educate patrons and viewers about the FCC's decision in December to repeal net neutrality. Unfortunately, the average American doesn't know what all the fuss is about or how it could impact them. Case in point is Burger King, which today rolled out a new ad focused entirely on educating its customers on the pitfalls of having Title II regulations for net neutrality repealed. The actors posing as Burger King employees point out that the company thinks it can make more money selling chicken sandwiches and products, so has therefore chose to "slow down access to the Whopper". Last October, the fast food chain used burgers and hidden cameras for a weirdly moving anti-bullying PSA, and now they're busting out the Whopper again as an educational tool.

Now, BK and David are jumping into the technological maelstrom in a different, but equally unusual, way - at least for a fast-food brand.

On the same day as Burger King's campaign, New York Gov.

And here that means the Whopper stands in for internet access speeds to raise awareness of what repealing net neutrality could mean for everyday people. "Whopper neutrality was repealed", one BK employee says. In it, customers at a Los Angeles restaurant impatiently wait at the counter for Whoppers while others who, they are told, had paid more, received faster service.

Recode's Tony Romm made a similar point, calling it another sign we've entered the age of "hyper-aware corporate behemoths with gargantuan marketing departments that see in every social and political cause du jour an opportunity for 15 minutes of web infamy".

The video ends with the screen message: "The internet should be like the Whopper: the same for everyone", followed by the URL for a "Save the Net" petition on

"Burger King's latest attempt to take on a complicated policy issue outside of its own industry reeks of desperation nearly as badly as its Cheetos chicken fries".

Make it your business.