The Advertising Standards Authority (ASA) recently upheld a claim against the takeaway company Just Eat, ruling that an ad for their delivery service failed to ensure that products high in fat, salt, and sugar (HFSS) weren’t targeted at consumers under the age of 16. The ad in question was a paid-for Facebook ad that featured enticing images of popular McDonald’s items like McMuffins, McNuggets, and Big Macs, with a call to action to have them delivered right to your door.
The challenge against the ad was brought by youth activist organization Biteback 2030, which aims to tackle the health dangers of processed foods. They questioned whether the ad was promoting HFSS products and whether the selection of media meant that it was aimed at children. Just Eat responded by stating that McDonald’s determines the status of its products, but acknowledged that the Big Mac and McMuffin are indeed HFSS items.
Just Eat also defended their targeting strategy, stating that they had used Meta’s age targeting tools to aim the ad at over-18s. They presented data from Facebook to demonstrate that the ad had not been served to users registered as under 18. However, despite these efforts, the ASA upheld the challenge because CAP guidance on age-restricted ads requires marketers to take all reasonable steps to ensure HFSS products are targeted at those over 16 and to minimize exposure to children.
The ASA pointed out that targeting solely based on age may not be sufficient, as young people could misreport their age or use shared devices. They suggested that Just Eat could have also used interest-based targeting measures to further ensure the ad reached the intended audience. As a result, the ad was banned from appearing again in its current form, and Just Eat was instructed to ensure appropriate targeting in the future.
This ruling comes at a time when Just Eat has been focusing on enhancing its marketing capabilities to be more targeted, focused, and personalized. The company has been expanding its partnerships to offer customers a wider range of services. For example, Just Eat recently extended its agreement with supermarket Morrisons to offer on-demand grocery delivery from 380 Morrisons supermarkets, as well as from Morrisons Daily convenience stores and Morrisons Cafes.
In conclusion, the ASA’s decision to uphold the claim against Just Eat’s ad highlights the importance of responsible advertising, especially when it comes to promoting products that may have negative health implications. It serves as a reminder to marketers to take all necessary precautions to ensure that their ads are targeted appropriately and do not inadvertently reach unintended audiences. Just Eat’s commitment to improving its marketing capabilities and expanding its partnerships shows a dedication to meeting customer needs while adhering to industry regulations.