Asda rapped by ASA
SUPERMARKET chain Asda has been censured by the Advertising Standards Authority (ASA) for falsely claiming to be cheaper than Tesco.
The Leeds-based chain was reported to the ASA by Tesco after Asda ran TV and press adverts claiming it sold thousands of its products cheaper than its rival.
The complaint came after Tesco launched a major national press campaign to position itself as “Britain’s biggest discounter” – Asda fought back against the media blitz and ran full-page colour ads to run in the same papers on the same day as Tesco.
After conducting its own independent research Tesco complained that Asda’s TV and press ads were misleading because the prices used by mySupermarket.co.uk for the comparison were lower than the prices Asda charged instore or online.
A spokesperson for Asda said: “We are very sorry that in a few of our stores the price labels on the shelves on a number of products were incorrect and appear not to have been changed to the lower price. However, our customers did not lose out, they paid the correct price at the till.”
Tesco’s own data also showed approximately 100 products that were cited as being cheaper by Asda, were in fact cheaper at Tesco, and a further 50 products cited as being cheaper at Asda were priced equally at Tesco.
The ASA upheld the complaint and told Asda that the press advert must not appear again in its current format and it “should ensure it held suitable evidence before making price comparisons in the future.”
Asda was also told not to broadcast its TV ad again.
Britain’s big four supermarkets spend millions of pounds on advertising, and millions more on price promotions.
