Deliveroo advert saying you can get food from lots of places at once is banned

An advert showing a woman diving into a Deliveroo delivery bag and taking out orders from multiple restaurants has been banned.

It became the third-most complained about commercial of the year so far with 300 objections sent to the Advertising Standard Authority (ASA).

The regulator ruled the company was wrong to suggest deliveries could be made from multiple businesses in a single package at no extra cost.

As the woman in the advert calls out the names of several food outlets while on-screen text states ‘geographical restrictions apply’ and ‘separate orders must be made for each restaurant’.

Another commercial by the delivery service, which aired in March, was banned in September for misleadingly implying the company could deliver anywhere in the UK.

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.

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‘Because that was not the case, and because the ad did not state that a delivery charge would be applied to each order from a different restaurant, we concluded it was likely to mislead.’

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Deliveroo pulled the advert following the ruling but maintained that it made no pricing claims and only 0.0006% of those who viewed it complained.

A spokesman for the company said: ‘For the record, you can’t actually dive into your Deliveroo bag, however hungry you are.

‘The advert is clearly fantastical in nature, including a woman diving into a Deliveroo bag.’

A spokesman for the ASA said it is ‘unusual’ to receive such a high volume of complaints about misleading content, as most are made over things people find offensive.

The most complained about advert of 2019 so far is one for GoCompare showing its annoying opera singing star being hit by a car.

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

An advert by Cheltenham Fireworks showing a dog wearing ear defenders is the second most complained about commercial of the year so far, receiving 317 objections.

Viewers said it made light of the distress fireworks cause to some animals, prompting the company to withdraw it.


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