A Just Eat advertisement featuring McDonalds burgers has been banned for breaching advertising rules by failing to ensure it was not aimed at children under 16. The Advertising Standards Authority (ASA) received a complaint from the anti-junk food youth campaign group Bite Back 2030 in December last year, alleging that the ad promoted high-fat, salt, or sugar products to minors on Facebook.
The ad, which featured images of McDonalds products with a call to order them through Just Eat, targeted users aged 18 and over on Facebook. However, the ASA found that Just Eat had not excluded interest-based factors to prevent exposure to those under 16. The ASA stated that the ad breached marketing rules and consequently prohibited its circulation.
Responding to the ban, a Just Eat spokesperson expressed disappointment but affirmed the companys commitment to reviewing its practices to ensure future promotions are audience-appropriate while maintaining value for customers. Just Eat acknowledged the ASA’s concerns and plans to adjust its strategies accordingly.
This incident highlights the importance of complying with advertising regulations and taking necessary measures to avoid targeting inappropriate audiences. Businesses must be cautious when promoting products that may be deemed unhealthy for certain age groups to ensure responsible advertising practices.