Burger King has, in the past, distinguished itself from other major Quick Service Restos (QSRs) by dabbling in social commentary. Previously, they championed Net Neutrality with an in-store demonstration involving Burgers. Now, they’re backing the banning of so-called ‘Pink Taxes’…
A Pink Tax is deemed to be levied whenever women are charged more for a product that is substantially the same as a similar, cheaper product aimed at men. Perhaps the best, most iconic example of this travesty of discrimination is razors: women’s razors are customarily sold for as much as twice the price men are charged for substantially the same product.
Now, the problem gets much worse when it comes to products aimed only at women, like cosmetics. A lipstick that costs (US)$2.50 to make may be priced anywhere from (US)$6.00 to (US)$ 30.00 depending on the brand and the store where you buy it. That’s just nuts, but ’twas ever thus. And it’s another story.
Anyway…
Burger King recently pulled a stunt in one of it’s stores, where it had planted some extra surveillance cameras, to make a point about the Pink Tax. An order of Fries was priced at (US)$1.69 in the regular box for men, but women were charged (US)$3.09 for the same size Fries just because their order came in a nice pink box labelled, ‘Chick Fries’. The video, embedded above, is a real eye-opener.
It’s all about the inequity of the Pink Tax, BK says. And Burger King wants Americans to know they can do something about that. A bill before the U.S. Congress would make it illegal to sell substantially similar products aimed at men and women for different prices. The Pink Tax Reform Act (H.R. 5464) will apply not only to products, but also to services. Haircuts are a prime example, here. Violations will be considered ‘unfair and deceptive acts or practices’ under section 18(a)(1)(B) of the Federal Trade Commission Act. So, some pretty heft fines may come down. Or, in some cases, transgressors may simply be ordered to stop the deceptive or unfair acts.
So, American readers, call or write your Congressional representative today. Tell him or her you want them to support the Pink Tax Reform Bill. Strike a blow for equality and against price gouging based on gender discrimination!
~ Maggie J.