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

Deliveroo argued the advert was clearly not depicting a real life scenario as the mother disappeared into a 'magic bag'

Deliveroo argued the advert was clearly not depicting a real life scenario as the mother disappeared into a 'magic bag'

A Go Compare advert which featured the brand's recognisable male opera singer involved in a auto accident has had the most complaints (336) for trivialising vehicle crashes.

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.

The advert was the third-most complained about of the year so far, receiving 300 objections.

An advert by Cheltenham Fireworks showing a dog wearing ear defenders is the second most complained about advert of the year so far, receiving 317 objections.

An advert featuring a woman diving into a Deliveroo delivery bag to retrieve multiple food orders has been banned.

Only two other adverts have received more complaints to the ASA this year, one for the comparison website GoCompare and another for a fireworks display.

In September, the ASA banned a Deliveroo TV advert for wrongly implying that the firm's delivery "was unrestricted throughout the UK". They felt that was reinforced when the woman was able to dive into the bag.

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".

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.

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".

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.

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".