Deliveroo advert banned over order 'where you want' claims

A Deliveroo television advert has been banned for implying that the food delivery company could deliver to any location in the UK.

The voiceover for the advert said “order what you want; where you want; when you want it”, while images depicted people ordering and receiving food via Deliveroo in unusual places.

An astronaut was portrayed taking delivery of their food in space and another person was shown receiving their order in a field after apparently tunnelling underground to escape from prison.

Text at the bottom of the screen stated that “some restrictions apply, obviously…”.

The Advertising Standards Authority (ASA), which received 22 complaints after the advert aired on 19 March 2019, found the fundamental message to be misleading.

In its ruling, the ASA said it acknowledged the appearance of the qualification that “some restrictions apply, obviously…”, which appeared as text at the bottom of the screen.

But it considered the “fantastical” nature of the settings, such as space or a car chase, might lead some viewers to interpret the qualification to mean that the restrictions applied to places where it would be ridiculous to expect access the service, rather than that there were certain areas of the country that were excluded.