South Africa, Aug. 29 -- On 18 August 2025, the ARB dismissed a case against Burger King South Africa over claims that its advertising and packaging were misleading. The complainant argued that the phrase "Taste on Fire" and the use of generic wrapping featuring chilli variants suggested the product would be spicy.

Said the AR: "The Complainant submitted that this burger did not elicit a burning sensation, and that staff at the establishment confirmed that it did not contain any chili sauce and was not intended to cause a burning sensation. He stated that this contradicts the impression created by the advertising."

Burger King's response

The brand clarified that:

ARB decision

The ARB considered Clause 4.2.1 of Section II of the Code ...