UK: Watchdog rebukes Aldi after Asda complaint
Aldi under fire from ad watchdog
The UK's Advertising Watchdog upheld five complaints from Asda about Aldi's "Swap and Save" campaign. The push encouraged consumers to shop at the discounter and compare its prices with those at their regular store.
According to the ASA, Asda's objections included that the comparison was "selective" and the type of products included in it could not be verified. Asda also argued the period Aldi used to compare prices - 1 April 2013 to 26 May 2013 - was out of date and invalid for a "price-sensitive market". The ad ran in September and October.
Aldi defended the spot and was backed by Clearcast - the broadcaster-backed body that clears ads in the UK.
However, the ASA ruled the advert breached rules on misleading advertising, comparisons with competitors and on prices.
"The ad must not appear again in its current form. We told Aldi Stores Ltd to ensure that the basis for comparisons were made clear in their future ads and that they should be able to provide substantiation for any savings claims made on the basis of these comparisons," the ASA said.
"We also told them that, in order to make the comparison verifiable, they should amend the ad to include either a postal address to which viewers could write for full details of the comparison, including which products were included and at what prices, or a web address that linked directly to a page about the campaign that included such details or a postal address."
What are the sales figures for Aldi’s international and domestic businesses? Which of Aldi Sued or Aldi Nord is bigger? How many stores does Aldi operate?...
Aldi is the leader in discounters. After launching its “New Generation” concept in 2012, the company continued to open new stores in 2013 and 2014. It is expected to further extend its presence in Bel...
Aldi, which leads the discounters channel globally, saw a slowdown in its performance over the review period, due to intensified competition from its main rival Schwarz, as well as price wars across g...
Aldi Nederland BV is looking to expand its value share during the forecast period. The company’s key strategy is to keep costs as low as possible in terms of staff numbers, store design and layout. It...
- 10 Things to Learn - JBS's acquisition of Moy Park
- How the CGF plans to halve global food waste
- M&A Watch - ConAgra should divest Commercial Foods
- Focus: Will synergies lift Ahold Delhaize in US?
- Focus: Battle against antimicrobial resistance
- General Mills to axe 675-725 jobs
- ConAgra confirms private-label exit
- CMA "accepts" Muller's revised Dairy Crest offer
- Kellogg eyes trends with product launches
- Kraft Heinz unveils management structure