MNMods
Pizza chain Domino’s has been reprimanded by the Advertising Standards Authority (ASA) after running a Minecraft-themed advert that promoted an unhealthy product to a young audience.
The UK arm of the company, headquartered in Milton Keynes, paid for a promotion of Cadbury Creme Egg cookies within a YouTube video featuring the popular sandbox game. The ad appeared on the channel Milo and Chip, where two brothers create Minecraft content. The specific video, titled “Minecraft’s Largest TNT Explosion,” attracted more than 11 million views, making it their fourth most popular upload.
Domino’s Defense
Domino’s argued that:
-
Only 21% of Minecraft content viewers were under 15.
-
The YouTube channel was not exclusively for children.
-
Minecraft’s audience has aged over time, with its PG-rated movie adaptation and adult-targeted marketing campaigns.
-
Some Milo and Chip content included references to “killing,” “death,” and “stalking,” which they claimed was aimed at older viewers.
Domino’s also stated that the advert was:
-
Restricted to signed-in YouTube users aged 18 and over.
-
Excluded from all “Made for Kids” channels.
-
Compliant with both YouTube’s HFSS (High Fat, Salt, Sugar) advertising policies and Domino’s own Responsible Marketing Policy, which prohibits targeting under-18s.
ASA’s Ruling
Despite Domino’s defense, the ASA ruled that the advert breached regulations, explaining that:
-
The video’s explosive TNT gameplay would naturally appeal to children.
-
Bright bubble-style text and Milo’s child-like voice reinforced its child-friendly tone.
-
Products high in fat, salt, or sugar (HFSS) should not have been marketed in content likely to appeal to younger audiences.
In its conclusion, the ASA stated:
“We told Domino’s UK & Ireland Ltd t/a Domino’s to ensure their ads were appropriately targeted and that ads unsuitable for viewing by children did not appear in media likely to appeal to children.”
Domino’s Response
Domino’s maintained that it takes its marketing responsibilities seriously:
“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. We take this responsibility seriously and apply both the letter and the spirit of the rules in all our campaigns.”
Context
Since its release in 2009, Minecraft has remained one of the most popular video games globally, attracting players and content creators of all ages. Its strong presence on YouTube has made it a go-to platform for advertisers, though this ruling highlights the scrutiny brands face when marketing products within content likely to attract younger viewers.
