The City of Toronto is remaining tight-lipped about whether a recent ad campaign by the restaurant chain Eggslut has sparked public outrage. The chain, which opened its first Canadian location in Toronto weeks ago, has been promoting itself with ads on TTC property that boldly declare: 'There's a new slut in town.' The word 'egg' appears in much smaller font between 'new' and 'slut.'
The Toronto Sun inquired with City Hall about complaints regarding the campaign but received no clear response. Ashley Curtis, general manager of the city's transportation services division, issued a brief statement on Friday noting that Astral Media, which manages outdoor advertising on transit shelters and information pillars, is responsible for ensuring ads comply with Ad Standards guidelines. Curtis added that the campaign is set to conclude this week, and the ads will be removed shortly.
The Toronto Transit Commission redirected all inquiries to the City of Toronto. Ad Standards, formerly Advertising Standards Canada, told the Sun that any complaints received—including their specifics—are treated as confidential.
Eggslut's Expansion and Pricing
Eggslut, known for its egg-based sandwiches, opened its King Street West location on April 30, complete with a live DJ. The menu includes a bacon-and-cheese sandwich priced at around $15, as well as a dish called 'Slut'—an egg atop potato puree served with baguette slices for $10.49. The chain's website indicates another location is planned for Yonge and Dundas Streets.
The Los Angeles-based chain is expanding internationally, with outlets in Tokyo, London, and Perth. In Perth, however, the restaurant reportedly operates under the name 'Burgers by ES,' possibly due to regulatory issues with the 'Eggslut' name, which was previously denied as 'undesirable.'
Reactions and Standards
The term 'egg slut' is often attributed to celebrity chef Anthony Bourdain, who used it affectionately to describe his love for eggs. Despite this, the ad campaign has drawn criticism for its provocative language. Ad Standards' code prohibits advertising that 'demeans, denigrates, or disparages' groups or 'undermines human dignity.' Jessica Yared, communications lead for Ad Standards, explained that complaints are reviewed by a panel of industry experts and public members. If an ad violates the code, the advertiser is asked to amend or withdraw it; non-compliance can lead to notification of host media.
Eggslut representatives did not respond to requests for comment. The chain has also faced criticism for its pricing, with Britain's Independent describing the London location as 'as uninspiring as the name suggests.'
