Burger King Holdings Inc. expects minimal impact to its earnings as a result of the United Kingdom’s ban on children’s advertising, said Burger King’s European president Peter Robinson.

“Our target consumer for many years has been 18 to 34 years old, and we remain on course with our current strategy to market high-quality beef to this core customer,â€? Robinson said. “We expect the advertising ban to have a far greater impact on our competitors who have previously targeted children as a core consumer.â€?

The company owns and operates 76 Burger King restaurants in the United Kingdom.