A frozen pizza advertisement by Dr. Oetker was banned in the UK by the Advertising Standards Authority (ASA), following a complaint by rival company 2 Sisters and its brand Goodfella’s Pizza.
According to the ASA, the website www.pizzaristorante.co.uk promoted frozen pizzas with a cover photo which featured an image of a pizza alongside the claim “Best Pizzeria Taste at home. 9 out of 10 agree.*”. Further text featured the quote “Ristorante has the best pizzeria taste of any pizza I have purchased to cook at home”.
Following an investigation prompted by the 2 Sisters Food Group complaint, the ASA decided that the ad was misleading and should not be used anymore, in its current form.
“Because the claim “Best Pizzeria Taste at home. 9 out of 10 agree” suggested that 90% of a group that was representative of the general public and who were in a position to compare Ristorante pizza with its competitor products agreed that Ristorante had the best taste, we concluded that the claim was likely to mislead. The ads must not appear again in their current form,” according to the final decision taken by the ASA.