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'

Leading with 336 complaints was a Go Compare advert which many viewers felt trivialised road accidents after the brand's comical opera singer was involved in a auto crash. 317 people complained that the ad made light of the distress caused to some animals by fireworks. And what makes it particularly interesting is that it received unusually high numbers for a spot that was misleading, rather than purely provocative.

Many potential customers were left outraged by the food delivery service's misleading advertising campaign which saw a woman diving into a bag brought to her door by one of the team's drivers.

This recent advert was first aired back in September of this year, and the actress calls out the names of the different food outlets that her family has received meals from in her sole delivery. After handing out the final delivery, our leading lady dives headfirst into the bag.

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". It said this was reinforced when the lady jumps into the Deliveroo bag and disappears.

Since the ad shows delivery in the same household from different restaurants, ASA assessed that consumers would not assume that a separate delivery charge applied for each outlet.

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The company said this modified into illustrated by the "magic score" the mom disappeared into, which "drew on the conventional pulling-a-rabbit-from-a-hat magic trick".

To prevent the ad from being banned, Deliveroo offered to add disclaimers to the existing text to ensure their intended message was clear to viewers, and so they wouldn't be in the dark in regards to delivery charges.

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.

The ASA said in a ruling published on Wednesday: "The ad featured a scenario in which food ordered from different restaurants was delivered to the same household at the same time". 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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