A Deliveroo advert, which suggested customers can get deliveries from different restaurants at once, is the most complained about ad that has been banned this year, a watchdog has said.
The Advertising Standards Authority (ASA) received 300 complaints about the TV ad, which shows a mother handing out takeaways to family members from different outlets before disappearing ‘magically’ into the bag to fetch the last order.
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.
Deliveroo argued it was clear that the ad was not depicting an “ordinary household” or an “ordinary Deliveroo order”.
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.”
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.