UK: ASA bans Sainsbury's Brand Match advert
Sainsbury's ran the advert in October for its Brand Match scheme
The complaint was one of four made by rival retailer Asda against three press and one TV ad that Sainsbury's ran in October for its Brand Match scheme.
The television advert, which was upheld by the Advertising Standards Authority (ASA), featured a father and son preparing breakfast with the voice-over stating: "We'll even match their deals. Sainsbury's Brand Match - Live Well for Less."
Text at the bottom of the screen read: "Minimum spend GBP20. Buy at least one comparable branded product. If the same branded shop could have been bought for less at Asda or Tesco's on the same day you will get a coupon for the difference."
The ASA ruled the advert "misled" consumers about which stores were participating in the Brand Match scheme and it "did not make clear significant conditions of the price promise".
In defence of the advert, Sainsbury's argued that the participating stores were named in its terms and conditions and added that "all significant conditions" of the Brand Match price pledge were made clear in the ads.
The ASA said that while it understood details of the main estate stores that were not participating were included on the website, it considered this "should have been made clearer" to consumers in the ad.
"Because we considered the qualification regarding participating stores was unclear and ambiguous, we concluded the TV ad was misleading," it added.
The ASA concluded that the ads must not appear or be broadcast again in their current form.
"We told Sainsbury's to make clear in the ads the limitations on participating stores," it said.
The apparent end of US baker Hostess Brands grabbed the headlines last week after a nationwide strike prompted management to move to wind up the business. On a positive note, UK food manufacturers vis...
Hostess Brands, one of the largest bakery groups in the US, last week moved to wound down the company, blaming striking workers. Elsewhere, Diamond Foods' CEO, once the boss of Hostess, insisted the K...
- General Mills sales woes continue - analysis
- Why personalisation will take-off in US food
- Comment: Meal kits in US - don't believe the hype
- US food next wave on display at Winter Fancy Food
- Analysis: Chocolate sector's deforestation pledge
- Kraft Heinz cuts jobs in US, Canada
- Mondelez set for union crosshairs next week
- Brazil seeks to cool concerns over meat probe
- Lactalis fails to hit threshold to delist Parmalat
- US meal delivery service Blue Apron buys BN Ranch