Deliveroo advert banned after receiving 300 complaints

Carla Harmon
December 4, 2019

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.

The ad received 40 complaints, which is a lot for the ASA.

The most-complained about advert of 2019 so far is by GoCompare, which shows a male opera singer being hit by a auto.

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.


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

While the ASA acknowledged that the TV ad did not depict a realistic household, Deliver chose the scenario to demonstrate one of the real-world benefits of its service - namely the wide variety of restaurants from which customers can order food.

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.

As the woman called out the names of several food outlets, on-screen text stated "geographical restrictions apply" and "separate orders must be made for each restaurant".


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.

Although nothing glaringly obvious, anyone who has ever ordered from Deliveroo before would spot one simple issue - you can't order from various different restaurants in one order.

Viewers complained it modified into deceptive, declaring that Deliveroo potentialities needed to affect separate orders - with separate provide charges - if they wished food from different restaurants. It said this was reinforced when the lady jumps into the Deliveroo bag and disappears.

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


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