The Board of Guardians of British Jews has once again called on McDonald’s to stop broadcasting a TV commercial that shows a bagel that contains non-kosher products within it, following a record number of complaints from members of the UK Jewish community.

It has also told McDonald’s to take off its menu a bagel that features bacon and if it fails to do so, a boycott of McDonald’s and associated brands (including Coca Cola) that are sold at its restaurants will be started.

In early 2005, The Board was informed of a TV advertising campaign that featured bacon within the bagel. At the time, McDonald’s were notified of the deep concern the Board has of taking such a recognised image eaten by Jews and now associated with a non-kosher product.

McDonald’s did not respond to The Board’s requests and now has even increased its range of non-kosher products going into the bagel.

“While we are not offended by neutral products going into a bagel such as jam or cream cheese, putting pork-sausage or bacon in it is something we cannot accept, that coupled with the recent advertising campaign by McDonald’s shows how much disregard they have for the feelings of the Jewish community,” said Board director of communal services Jacob Bloom.

Within a week of the McDonald’s sausage bagel commercial going on television, The Board had 125 letters as well as 3,400 emails from Jews across the country expressing their concern at seeing a bagel being used in such a way.

“We have already notified McDonald’s of our concern last year, yet one year on and they not only continue with their old product range, but also add a new product that they know will carry on showing total disrespect for the Jewish community and also for the bagel,” said Board president Harry Greenberg.

“We are giving McDonald’s an opportunity now to resolve the matter by removing any pig product from the bagel and if they fail on this occasion, we will start the boycott,” Mr Greenberg added.