Fast-food giant KFC has issued a formal apology after one of its official social media accounts posted a video that appeared to mock a Welsh woman's speech impediment.
The Heartbreaking Incident
The video, shared by the KFC North Macedonia account, featured content creator Jessie Yendle from Pontypridd, Wales. Jessie, who has lived with a stammer her entire life, has built a following of more than 3.5 million subscribers on TikTok through her years of campaigning to raise awareness about speech difficulties.
In the controversial clip, Jessie was shown struggling to articulate a sound as her stammer caused repetition. The footage then cut abruptly to a dance track while various KFC products flashed across the screen. Before being removed, the video had been viewed more than four million times.
'It's Gone Too Far'
Speaking on ITV's Good Morning Britain, Jessie revealed that seeing the video had 'broken' her heart. She expressed her frustration, stating: 'I don't think they realise the true damage that they've done.'
The influencer highlighted a worrying pattern, noting this follows recent apologies from European football club Borussia Dortmund and triathlon organiser Ironman for sharing similar videos featuring her stammer.
'It makes me wonder if we're going to be having this conversation once again,' Jessie told the programme. 'It's gone too far now. My stammer is just part of me and with these videos where brands are using it, it makes me look like I'm just my speech impediment and I am so much more than that.'
Corporate Response and Moving Forward
KFC confirmed it had contacted Jessie directly to 'apologise for the hurt she has experienced'. In an official statement, the company declared that ridiculing someone for their stammer 'is simply wrong'.
A KFC spokesperson stated: 'We are truly sorry that this happened and we have reached out directly to Jessica to apologise for the hurt she has experienced. Everyone deserves to be treated with respect and mocking someone for their stammer is simply wrong.'
The company outlined concrete steps being taken to address the situation, including contacting STAMMA (The British Stammering Association) to explore collaboration opportunities. They also confirmed that their franchise partner in North Macedonia would personally apologise to Jessie and implement local training to prevent similar incidents.
This incident highlights the ongoing challenges faced by those with speech impediments in the digital age and the responsibility of global brands to ensure their content is respectful and inclusive.
