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ASA Sainsbury's Morrisons

Morrisons looks set to join Sainsbury’s to complain about Tesco price promise


By Ishbel Macleod, PR and social media consultant

April 8, 2013 | 2 min read

Morrisons may be set to join Sainsbury’s in making a complaint to the ASA about the Tesco price promise.

It was unveiled on Friday that Morrisons could be preparing to make a complaint, but the ASA has confirmed that it had not happened at time of writing.

Morrisons suggested that Tesco is ‘misleading’ consumers by leaving some of Morrisons products out of the price promise calculator.

The ASA has, however, told The Drum that Sainsbury’s has already lodged a complaint about a regional press ad for Tesco’s price promise, and an investigation is already underway.

A spokesperson explained: “Sainsbury’s believe the ad is misleading, they consider some of the products compared are not comparable and also that the basis of the comparison has not been made clear.”

UPDATED: A spokesperson for Tesco has told The Drum: “By making sure we give them back the difference if they could have got a better deal elsewhere, Price Promise gives our customers confidence that they won’t lose out by shopping at Tesco. We use an independent agency to check prices of branded and own label products at other retailers – online daily for Asda and Sainsbury’s, and since they don’t have an online grocery service, twice a week at Morrisons stores. The basis for our comparisons is made clear on the Price Promise website."

ASA Sainsbury's Morrisons

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