Burger King has apologised for offering a lifetime supply of Whoppers to Russian women impregnated by World Cup players.
The burger chain launched the promotion on VK - a Russian alternative to Facebook – promising 3 million roubles (£36,000) as well as the free food to “girls who manage to get the best football genes” and “lay down the success of the Russian national football team”.
“We believe in you!” the advert exclaimed.
Critics condemned the promotion, which was pulled from Burger King’s social media accounts on Tuesday, as sexist and demeaning.
The fast food company posted a Russian-language statement on local network VKontakte, saying "we offer apologies for the announcement we made. It was too offensive".
Adverts in Russia often play on sexist stereotypes, and are particularly common around sports events such as the World Cup.
Burger King’s Russia division has past form for tasteless advertising campaigns. Last year, the company used the likeness of a teenage rape victim, Diana Shurygina, to promote a buy one get one free burger offer.
In a statement to the Associated Press, Burger King said: "We are sorry about the clearly offensive promotion that the team in Russia launched online."
It said the offer "does not reflect our brand or our values and we are taking steps to ensure this type of activity does not happen again."
