Supermarket complains about ‘misleading’ Aldi adverts
MORRISONS has complained to the Advertising Standards Agency (ASA) over rival Aldi’s recent advertising campaign.
The ad, which compares a basket of items from the grocer and claims Aldi’s basket comes in more than 30% cheaper, has been criticised for comparing premium brands to its own-brand products.
A spokesman for the ASA confirmed Morrisons had made a complaint over the advert, which is now being investigated by the agency.
He said: “Morrisons has challenged whether Aldi’s comparison of exclusive own brand products with premium branded products during Morrison’s ‘Price Crunch’ is misleading and presents an unfair and unrepresentative price advantage.”
The ASA is assessing the complaint and has not yet decided whether to launch an investigation, he added.
It is the latest in the battle between the Big Four supermarket and its rapidly-growing discount rival. In 2014, Aldi lodged a complaint with the ASA about Morrisons’ Match & More TV and print campaign.
The ASA received 19 complaints about Morrisons’ promotion of the now-defunct loyalty scheme, which raised five specific issues over the ads. It upheld concerns that the price comparisons used were not readily verifiable by customers.
