“Misleading” Asda ads rapped by ASA
The ASA has ordered Asda to pull adverts, created by Leeds-based agency Gratterpalm, which compared its prices to rival supermarket chain Tesco.
The national TV and press ads, created by Leeds-based Gratterpalm, claimed that Asda's prices were cheaper on 2916 products compared with 962 products that were cheaper at Tesco. Asda used figures from independent comparison website mySupermarket.co.uk to support the ads.
Tesco challenged whether the press ad and the TV ad were misleading because they believed the prices mySupermarket.co.uk had used for the purposes of the comparison were lower in many cases than the prices charged in Asda stores or to online shoppers.
According to independent research by Tesco, submitted to the ASA, approximately 100 products cited as being cheaper at Asda were cheaper at Tesco, and approximately 50 further products were priced equally at Tesco.
The ASA ruled that although the ads made it clear Asda's claim was based on a comparison of website prices, customers were likely to expect to be able to obtain those savings whether shopping in-store or online.
In light of Tesco's data, and in the absence of till receipts, the ASA said Asda's evidence did not conclusively prove the claim that 2,916 products were cheaper at Asda than they were at Tesco. The watchdog concluded that the ads were “misleading”.
The Authority told Asda to pull the press ad and ensure it held suitable evidence before making price comparisons in future. The supermarket was also told that the TV ad must not be broadcast again in its current form.