ES News email The latest headlines in your inbox twice a day Monday - Friday plus breaking news updates Enter your email address Continue Please enter an email address Email address is invalid Fill out this field Email address is invalid You already have an account. Please log in Register with your social account or click here to log in I would like to receive lunchtime headlines Monday - Friday plus breaking news alerts, by email Update newsletter preferences

A Deliveroo advert which showed customers receiving food orders in unusual places, including in space, has been banned for misleadingly implying the firm can deliver anywhere.

The television ad showed various scenes of people eating food, using the Deliveroo app, with a voice over stating: "Order what you want; where you want; when you want it.”

Someone featured in the advertisement was shown receiving a delivery in a field after apparently tunnelling under-ground to escape from prison, and an astronaut was seen receiving a delivery in space. On-screen text on the ad read: "Some restrictions apply, obviously..."

Some 22 complainants who understood that Deliveroo did not deliver to their areas challenged whether the ad, which was seen on March 19, was misleading.

Deliveroo acknowledged that there were locations which they did not currently cover but believed the text "Some restrictions apply, obviously" made this clear.

The Advertising Standards Authority (ASA) said consumers were likely to expect that Deliveroo's service applied throughout the UK without exception "given the absolute nature of the claim".

The ASA said: "Given the expectation set up by the ad, we considered it was not sufficient to make consumers aware they would need to check for availability in their area.

"Because we considered the ad suggested delivery was unrestricted throughout the UK when that was not the case, we concluded that it was likely to mislead."

A Deliveroo spokesman said: "Deliveroo designed a playful advert to show that, through our service, people are able to order food to a wide range of places, whether home or work, for a range of occasions.

"We know some will be disappointed that their local area isn't currently served by Deliveroo, but we are expanding rapidly across the UK and will be coming to their town or city soon."