The “vegan burger” is decidedly not vegan.

Earlier in the year, the United Kingdom branch of Burger King debuted the “Rebel Whopper,” a burger made from plant proteins, similar to the US Burger King’s Impossible Whopper. However, controversy circulated at the time as Burger King revealed that the Rebel Whopper would be cooked on the same grill top as the regular meat burgers, and would also contain eggs, making it incompatible with a vegan diet. Despite the controversy, Burger King has continued to run ads for the Rebel Whopper, prompting an advertising watchdog to put their foot down.

The UK’s advertising watchdog, the Advertising Standards Authority, officially banned Burger King from showing any advertisements for the Rebel Whopper.

“The green colour palette and the timing of the ad and product release to coincide with ‘Veganuary’ contributed further to the impression that the product was suitable for vegans and vegetarians,” the ASA said. The watchdog also fixated on the small print on the ads that read “cooked alongside meat products”. On this matter, the ASA said that they “considered it was not sufficiently prominent to override the overall impression that the burger was suitable for vegetarians and vegans.”

In a statement, Burger King explained that they “communicated from the outset that the Rebel Whopper is aimed at a flexitarian audience,” meaning the sandwich was aimed at those merely desiring to consume less meat rather than those eating a full-on vegan diet. They also claimed that they had stated on their social media that the sandwich may not be suitable for a vegetarian or vegan diet.