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Who is the King

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Burger King's first entry into Belgium has caused a royal rumble. It plans to open its first restaurant in the country by the end of June, 2017 but its new advert, which challenges Belgium's royal family, has been creating all the headlines.

Burger Kingis in trouble with Belgium‘s monarchy over an advertising campaign asking Belgians to vote online to “crown” the global fast-food giant the true ruler of the country where the U.S. brand will launch next month.

Representatives of Belgium’s King Philippe on Monday said, “We are not amused,” and asked the local unit of Burger King, owned by Restaurant Brands International, to explain itself.

“We told them that we were not happy with them using an image of the king in their campaign,” palace spokesman Pierre-Emmanuel De Bauw told Reuters, adding that the monarch’s image — he appears in cartoon form — could not be used for commerce. Shana Van den Broeck, a spokeswoman for Burger Brands Belgium, said that the company is considering whether to make changes to the advertising.