In a recent ruling, the Advertising Standards Authority (ASA) has taken action against Domino’s Pizza for promoting a product deemed unhealthy in a popular Minecraft video. The UK division of the pizza chain, headquartered in Milton Keynes, had sponsored a promotion for Cadbury Creme Egg cookies during a YouTube video featuring the beloved video game.
The fast-food giant contended that only 21% of viewers of Minecraft content were under the age of 15 and asserted that the YouTube channel was not exclusively targeted at children. However, the ASA determined that the video had the potential to attract a younger audience, leading to their decision against the advertisement of a product high in fat, salt, or sugar.
Context of the Promotion
The advertisement appeared on the Milo and Chip YouTube channel, where two brothers engage in Minecraft gameplay. The specific video, titled “Minecraft’s Largest TNT Explosion,” garnered over 11 million views, marking it as the channel’s fourth most popular upload. Since its launch in 2009, Minecraft has maintained its status as a favorite among YouTube creators across various age groups.
Domino’s argued that some content on the Milo and Chip channel was crafted for older audiences, citing video titles that referenced themes such as “killing,” “death,” and “stalking.” The company claimed that Minecraft’s audience has matured over time and pointed to the recent PG-rated movie adaptation, which included adult humor and marketing aimed at older viewers.
ASA’s Findings
Despite these arguments, the ASA highlighted that the video featured characters using TNT to create large explosions, an element likely to resonate with children. The authority noted that one character, Milo, spoke in a child-like voice, and colorful bubble writing appeared on screen, reinforcing the video’s appeal to a younger demographic.
The ASA concluded its findings by instructing Domino’s UK & Ireland Ltd to ensure that their advertisements are appropriately targeted, emphasizing that ads unsuitable for children should not be placed in media likely to attract a younger audience.
In response to the ruling, Domino’s stated that the advertisement was restricted to YouTube users aged 18 and older and was excluded from all channels designated as ‘Made for Kids.’ The company expressed its commitment to adhering to YouTube’s HFSS product advertising policies and emphasized its dedication to responsible marketing practices. “At Domino’s, we go to great lengths to ensure our advertising complies not only with the CAP Code but also with our own, more stringent, Responsible Marketing Policy, which explicitly prohibits targeting anyone under the age of 18,” the statement read. “We take this responsibility seriously and apply both the letter and the spirit of the rules in all our campaigns.”
