Published: Wed, December 04, 2019
Life&Culture | By Sue Mclaughlin

Deliveroo TV ad becomes third most complained-about of the year

Deliveroo TV ad becomes third most complained-about of the year

A Deliveroo spokesman mentioned the advert highlighted the vary of meals out there by means of the app. KFC was additionally censured by the ASA - for a printed advert that includes the phrase: "What the Cluck?!"

Deliveroo is, therefore, the most complained about ad that actually received an ad ban from the ASA.

The GoCompare advert, featuring a male opera singer involved in a vehicle accident, received 336 complaints, mostly arguing it trivialised crashes and was distressing. She then proceeded to remove meals from a whole host of restaurants including KFC, Wagamama, Pizza Express, Burger King and Five Guys - announcing each brand as she distributed them amongst her family and friends.

On-screen text stated "Geographical restrictions apply". The ASA said it did not break its rules.

Having garnered 300 complaints, it has only been pipped to the post by a poster for Cheltenham Fireworks that featured a picture of a dog wearing ear defenders which prompted 317 complaints that it made light of the distress caused to some animals by fireworks. The advertiser withdrew the ad so no further action was required.

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Deliveroo argued it was clear that the ad was not depicting an "ordinary household" or an "ordinary Deliveroo order". We considered consumers would not assume that a separate delivery charge applied for each restaurant ordered from. Deliveroo said the advert was about emphasising "choice".

According to the official website, ASA told, "Roofoods Ltd t/a Deliveroo, if showing deliveries of food from multiple restaurants, to take care not to misleadingly imply that multiple meals could be delivered in a single order, and not to misleadingly omit material information about delivery charges".

The company said this was illustrated by the "magic bag" the mother disappeared into, which "drew on the classic pulling-a-rabbit-from-a-hat magic trick".

While the ad showed an unrealistic depiction of a family night in, it said it considered the domestic setting and the explicit reference to "All your family favourites, now on Deliveroo" strongly implied families or other groups who meant to eat together.

"The ad must not be broadcast again in its current form".

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