The Advertising Standards Authority (ASA) has ruled a complaint against a Domino’s ad. This ad was linked to one of the most viral YouTube videos. The ad, which helped launch new Cadbury Creme Egg cookies, ran during the Minecraft’s Largest TNT Explosion video. We love that this video was created by independent YouTube channel Milo and Chip. This gaming channel features two brothers as they jump into fun & creative Minecraft action. Their cool educational projects bring the most popular and interesting YouTube talent of our era!
Minecraft, first released in 2009, continues to capture the imagination of gamers and content creators of all ages. Fewer than one in five viewers is younger than 15. The ASA did rule against Domino’s UK for misleading advertising. The company’s UK subsidiary is run from its head office in Milton Keynes.
Minecraft’s Largest TNT Explosion just went viral! It has accrued more than 11 million views and is quickly becoming the fourth most popular upload on the channel. Yet, despite her individual success, this goes to show how broad the channel’s reach can be. While it does incorporate more child-like features such as Milo’s child-like voice and colorful bubble writing, it’s definitely not just for kids.
In its ruling, ASA acknowledged the advertisement had been placed in a publication likely to be seen by a broad younger audience. In response to these findings, they stated, “We told Dominos UK & Ireland Ltd t/a Domino’s to ensure their ads were appropriately targeted and that ads that were unsuitable for viewing by children did not appear in media that was likely to appeal to children.”
Domino’s has previously defended its advertising strategy, arguing that it made significant efforts to comply with advertising guidelines. For one, the company stated that the ad reached just signed-in YouTube users aged 18 and up. To further elaborate, this ad was indeed blocked from appearing on all ‘Made for Kids’ channels. We did that while driving complete compliance with YouTube’s HFSS product advertising policies. At Domino’s, we do our utmost to make sure our advertising is compliant with the CAP Code. We have our own, much stricter Responsible Marketing Policy that specifically prohibits targeting anyone under the age of 18. We do not take that responsibility lightly. In every one of our campaigns, we enforce the letter and spirit of these rules.
Despite Domino’s assertions, the ASA’s ruling highlights ongoing concerns about marketing practices related to children’s content on platforms like YouTube. A screenshot from the game, with a blue cartoon figure marked Milokilling Death Stalking. Its inclusion raises deeply troubling questions about how this might affect young viewers.
