Domino’s has been reprimanded by the Advertising Standards Authority over a high in fat, salt or sugar (HFSS) advert that was “likely to appeal to children”.
The paid-for YouTube ad was for the pizza chain’s Cadbury Creme Egg cookie product and was seen during a feature of computer game Minecraft on the channel Milo and Chip on 8 March 2025.
It was challenged over whether the ad was from a product that was HFSS and if it was directed at children. The CAP Code currently states that HFSS product ads must not be directed at people under 16 through the selection of media or the context in which they appear.
Domino’s confirmed that it was a HFSS product but ensured the ad was not directed at under-16s. It added that the campaign followed YouTube’s policy for HFSS products and that it was only shown to signed-in users, restricted to over-18s and excluded from all YouTube Made for Kids (MFK) channels.
The food-to-go giant had also labelled its channel as HFSS, under Google’s requirements, and argued that Minecraft had a broad and ageing audience, with worldwide users under-15 making up less than 21% of its player base.
However, the ASA upheld the complaint. While it acknowledged that Minecraft was not exclusively aimed at children, it considered the game remained “highly popular” with under-16s.
It also assessed the specific channel on which the ad appeared. It deemed that while it was not labelled MFK, it would “likely appeal to children familiar with the game”.
“We considered Domino’s had not taken sufficient care to ensure the HFSS ad was not directed at individuals under the age of 16, through the medium in which it appeared. We therefore concluded that the ad had breached the Code,” the ASA stated.
It told Domino’s to ensure its ads were appropriately targeted in the future.
However, in the coming months, HFSS ads will be subject to harsher restrictions as part of the government’s strategy to promote healthier eating habits and limit obesity levels in the UK.
From 5 January 2026, a long-awaited move to ban junk food ads on TV before 9pm and a total ban online will come into force. They had been last set to become live in October.
Advertising trade bodies have since urged the industry to “comply with the restrictions, as if they were coming into force from 1 October”.
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