A new Carl’s Jr. commercial promoting a “free hangover burger” after the Super Bowl is under fire from a prominent parents advocacy group for its sexually suggestive imagery. The ad, featuring TikTok influencer Alix Earle, marks a return to the fast-food chain’s controversial past marketing strategies, which previously drew backlash for using sex appeal to sell burgers.

The 45-second commercial, aired ahead of Sunday’s Super Bowl on both traditional and streaming platforms, showcases Earle, 25, wearing a revealing outfit as she struts through a neighborhood car wash before taking a bite of the oversized sandwich. The Parents Television and Media Council (PTC) and other family organizations are condemning the ad, urging parents to be cautious about exposing children to its content.

Melissa Henson, PTC Vice President, strongly criticized Carl’s Jr. for reviving a marketing playbook that many thought had been left behind.

“Using ‘soft-core porn’ to sell burgers was Carl’s Jr.’s previous strategy years ago—and one we called out,” Henson said in a statement. “In 2017, the company appeared to have a change of heart, wisely realizing that strategy was ‘distracting.’ But like Hollywood’s mindset of reviving old ideas, Carl’s Jr. must have dusted off its outdated playbook, forgetting that it alienated customers with its racy ad campaigns years ago.”

Henson’s reference to 2017 points to CKE Restaurants—the parent company of Carl’s Jr. and Hardee’s—announcing a commitment to family-friendly advertising following decades of risqué marketing. Prior to this shift, the fast-food brand was infamous for its commercials featuring scantily clad models like Paris Hilton, Kate Upton, and Charlotte McKinney, often shown eating burgers in suggestive settings.

Now, the new ad has sparked concerns that the brand is reverting to its old, controversial approach—a move that has Christian and family organizations calling for action.

The controversy is not new. Christian advocacy group One Million Moms (1MM) was at the forefront of the campaign that pressured Carl’s Jr. and Hardee’s to stop producing sexually charged advertisements. The group launched a petition titled “Stop Hardee’s and Carl’s Jr. Sexually Charged Ads,” which ultimately helped bring about a change in the company’s marketing direction.

After CKE shifted away from racy ads, 1MM praised the decision, saying:

“Carl’s Jr. and Hardee’s are re-steering their marketing to focus on food—a U-turn from its racy and offensive ads. Praise the Lord! Our voice has been heard. It is about time! 1MM was consistent, and our diligence has paid off.”

Despite this apparent victory, the return of sexually suggestive marketing in 2024 has left family advocates disappointed and frustrated.

For years, family groups have argued that Super Bowl advertising should be appropriate for all audiences, given that millions of children watch the game alongside their parents. However, Super Bowl commercials have often pushed the boundaries of taste, leading to debates over what is acceptable during one of the most-watched television broadcasts of the year.

Henson and other critics believe that Carl’s Jr.’s latest ad undermines progress made in ensuring that advertising respects family values.

“The Super Bowl is a family event, but advertisers continue to ignore the concerns of parents,” Henson said. “Carl’s Jr. should rethink this strategy before they lose even more customers.”