Pizza wars: Victory for Domino’s

Domino’s has claimed victory after a complaint filed on behalf of its rival was dismissed by the advertising watchdog.

The Advertising  Standards Authority (ASA) has ruled that Dominos is able to continue using the phrase “Fresh dough, expertly hand-stretched” on its menus, despite objections that the dough is actually frozen during distribution.

According to TimesLive, the ASA found the charge to be based on an incorrect assumption after a Domino’s legal team submitted evidence that the dough was actually “refrigerated (never frozen) at a temperature of between 1 and 3 degrees Celsius” during distribution.

This is another incident between the two competitors. Last October, the ASA ruled against Domino’s using the phrase  “Voted Tastiest Pizza” in its Google advertisements.

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