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Belgium's Prince Philippe takes the oath at the Palace of the Nation in Brussels on Sunday, July 21, 2013. Philippe has taken the oath before parliament to become Belgium's seventh king after his father Albert II abdicated as the head of this fractured nation. Earlier Sunday, the 79-year-old Albert signed away his rights as the kingdom's largely ceremonial ruler at the royal palace in the presence of Prime Minister Elio Di Rupo, who holds the political power in this 183-year-old parliamentary democracy. (AP Photo/Yves Logghe)

The actual king of Belgium is less than amused with Burger King's recent ad


Burger King will expand its fast food empire this summer by opening its first store in Belgium. 

But the real-life king of Belgium seems to be less than amused by the role he's inadvertently played in the burger giant's advertising campaign. 

Burger King's campaign asked Belgians to vote online to "crown" the chain as the true ruler of the country. 

"Who will be the new King of Belgium? Let the people decide."

The burger chain's website even asks people who chose Belgium's King Philippe, "Are you sure ... ? He won't be the one to cook your fries."

Belgium's royal family told the BBC they've contacted Burger King about using the king's image for commercial purposes. 

"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

De Bauw added in a statement obtained by the BBC that because the king's image is being used for commercial purposes, the royal family would not have given the company authorization. 

A spokeswoman for Burger Brands Belgium told Reuters the company is still working to determine whether they will change their advertising strategy. 

"Should we make a change to our campaign we would communicate that," the spokeswoman added. 

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