Domino's to remove ads promising 'hottest, fastest, free' delivery

Domino’s Pizza has been given three weeks to remove “all pamphlets‚ posters and leaflets… from its franchisee stores” that claim it offers “… the hottest‚ FASTEST‚ FREE DELIVERY”.

The Advertising Standards Authority (ASA) handed down this ruling this week after an uncontested complaint against it by advertising agency FCB Joburg‚ on behalf of Debonairs Pizza‚ was upheld.

“In essence‚ the complainant took issue with the claim ‘… the hottest‚ FASTEST‚ FREE DELIVERY’‚ arguing‚ inter alia‚ that it was misleading and unsubstantiated because the respondent is making a sweeping claim‚ with broad comparative implications without any evidence to back it up‚” the ASA said.

Taste Food Franchising‚ which owns Domino’s ‚ “voluntarily undertook to cease using the claim in question‚ with the aim of disposing of the dispute as effectively as possible”‚ it added.

Taste Food said it had already removed references to the claim from “all electronic media (including its website and Facebook page)‚ two billboards‚ and has ceased printing any further marketing materials bearing the claim”‚ but said it “requires a reasonable period within which to phase out this material”.

The ASA noted that respondent’s “website lists a total of 79 stores across South Africa”‚ so it “is granted three weeks from the date of this ruling to ensure that all pamphlets‚ posters and leaflets are withdrawn from its franchisee stores”.

The claim about offering the “hottest‚ FASTEST‚ FREE DELIVERY” may not be “used again in its current format in future”‚ the ASA said. – TMG Digital