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By Steven Raeburn, N/A

October 30, 2013 | 2 min read

A complainant who challenged whether a “10 per cent cheaper guarantee” in an Asda TV spot was misleading has been rejected by the ASA.

The guarantee was challenged on the basis that it was limited to ten claims, per household, per month including claims made in-store, and that this might not have been fully explained in the advert.

In its submission, Asda said that it included all of the significant conditions relating to online shopping, and that it was commonplace to feature the significant conditions in advertising and to refer consumers to further conditions and exclusions elsewhere.

The ASA said that the stipulations were made clear on screen in the advert.

“We also noted the comparison was further explained in on-screen text which stated that it was based upon a minimum £25 spend on a minimum of eight items, one of which needed to be comparable with items sold at competitor online supermarkets,” the ASA said in its ruling.

“We understood that if all of the above conditions were met and an ASDA online shop was still not shown to be 10% cheaper than competitor supermarkets, the money-back voucher was limited to ten per household per month.”

The ASA noted that the number of individuals who submitted enough valid vouchers to exceed the limit was typically around 0.00001% and considered that it was therefore a condition that was only likely to affect a very small number of consumers.

“We therefore considered that it was not a significant condition that needed to be included in the ad and concluded that the ad was not misleading,” the ASA said.

No action is required and the ad has been cleared to continue to be shown.

Asda Advertising Standards Authority

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