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

04 Décembre, 2019, 06:36 | Auteur: Christine Menetries
  • Deliveroo TV ad becomes third most complained-about of the year

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.

During the distribution of the meals the woman calls out restaurant names and type of food: KFC, Wagamama, Pizza Express, Burger King, and others.

Viewers complained it was misleading, pointing out that Deliveroo customers had to make separate orders - with separate delivery fees - if they wanted food from different restaurants.

A spokesman from the company said: "For the record, you can't actually dive into your Deliveroo bag, however hungry you are".

Deliveroo said the advert clearly stated on screen that "separate orders must be made for each restaurant" and had offered to make this clearer.

The GoCompare advert, featuring a male opera singer involved in a auto accident, received 336 complaints, mostly arguing it trivialised crashes and was distressing.

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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 ASA upheld the complaints based on the codes around responsible advertising, and ruled that "f*ck was a word so likely to offend that it should not generally be used or alluded to in advertising", regardless of where it appears.

A television advert for food service Deliveroo has been banned for misleading customers after it became one of the most complained-about commercials of the year.

In its defense, Deliveroo claimed that the unusual action that unfolds during the ad in the house - including the "magic bag" and endless guests - makes it clear that this is not your typical household. Deliveroo said the advert was about emphasising "choice".

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". The ASA therefore banned the ad in its current form.

And while it acknowledged Deliveroo's willingness to include additional on-screen text, it felt this would sufficiently alter the overall impression.

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