Blog: PL and brands are comparable, says UK ad watchdog
Michelle Russell | 25 February 2013
Advertising using private label and branding comparisons may become more commonplace in the UK following a change to advertising rules.
New rules surrounding price comparison claims, which were put into effect by The Committees of Advertising Practice (CAP) last week, allow for a broader range of comparative claims to be made.
Following a consultation, CAP said it had amended the UK Ad Codes to remove the requirement that advertisers "must compare identical or substantially equivalent products to allow advertisers to compare products that may not be identical, but nonetheless meet the same need or intended purpose".
Discount retailer Aldi, which had technically flouted the previous rules with its well-known comparison ads, is an example of where retailers and manufacturers can make a comparison "responsibly", the ASA has said.
The move comes as discount rival Lidl prepares to roll out its own tranche of adverts in the UK. The retailer has recently signed up an external agency for the first time to work on a marketing campaign.
A spokesperson for Lidl did not expand on what theme the campaigns would take, adding: "We haven't finalised the concepts."
Lidl UK managing director, Ronny Gottschlich, said: "The appointment of TBWA\London marks an exciting new chapter in our journey. They understand our potential for future growth, where our new customers lie and can deliver the messages that will take us there."
The changes to the rules come into force with immediate effect.
General Mills is reportedly preparing long-time executive Jeff Harmening to succeed Ken Powell as CEO....
After starting the week with a surprise stock exchange announcement that hit its shares and called into questions its accounting practices, Hain Celestial could be set to receive a boost in the UK....
An indication of how tough trading conditions are in much of Europe emerged today (17 August) with figures from Nielsen suggesting in the second quarter of the year the region's FMCG sector had grown ...
- Nestle on China, candy, nutrition - analysis
- Why Jet.com purchase could boost Wal-Mart online
- What lies ahead for Tyrrells and Amplify?
- England child obesity plan should cheer industry
- Interview, part 1: Emmi CEO Urs Riedener
- Mondelez buys rest of Vietnam snacks business
- Australia launches dairy sector probe
- Lotus Bakeries enjoys growth organically, via M&A
- Smucker cuts forecast as sales decline
- Emmi earnings grow but sales outlook lowered