Beano hits back: Children’s comic accused of unethical advertising, but company says its being framed

13 Feb 2023 — The British Medical Journal (BMJ) investigation has stated that the UK-based comic book Beano promotes junk-food brands involving foods high in fat, salt and sugar (HFSS). The report has received reactions from experts as inappropriate, mainly because the comic book’s audience is children. However, Beano is striking back against the report and tells us that the BMJ investigation is an opinion piece, not based on facts but instead framing it based on keywords to strengthen its arguments. 

Quizzes in the magazine that received attention are “The Ultimate McDonalds Quiz” and another one questioning knowledge on food logos from large junk food companies such as Burger King, Subway, Domino and Pizza Express.