Deliveroo ad bags 300 complaints from viewers

Deliveroo argued the advert was clearly not depicting a real life scenario as the mother disappeared into a 'magic bag'

A Deliveroo advert, which suggested potentialities can regain deliveries from different restaurants instantly, is basically the most complained about ad that has been banned this year, a watchdog has said. A Deliveroo spokesman said the advert highlighted the range of food available through the app. KFC was also censured by the ASA - for a printed advert featuring the phrase: "What the Cluck?!"

A spokesman from the ASA said it is "unusual" to receive such a high volume of complaints about an advert being misleading, as most are made over offence.

The number one most complained about ad of 2019 is GoCompare's TV spot that saw its flamboyant leading man Gio Compario get behind the wheel. 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.

Some 336 people said it trivialised vehicle crashes, but ASA did not consider the rules to be broken.

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The on-screen text stated "Geographical restrictions apply". 317 people complained that the ad made light of the distress caused to some animals by fireworks.

In response to the onslaught of criticism, Deliveroo has stressed that their ad was clearly not supposed to represent an ordinary household situation and that the "magic bag" obviously held many more meals than could possibly be contained within an ordinary vessel. The advertiser withdrew the ad so no further action was required.

However, the ASA said that the domestic setting of the ad and the reference to "All your family favourites, now on Deliveroo" "strongly implied" people would be able to order together from different services.

In its ruling, the ASA said: "While we acknowledged Deliveroo's willingness to include additional on-screen text to clarify the nature of their service, we considered such text was unlikely to be sufficient to alter the overall impression that their customers could order food from different restaurants to be delivered together". Therefore, according to ASA the Deliveroo ad breaches code rules and thus it shall not be broadcasted in the current form.

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