ASA hits Tesco with "unfair" advert rap

Wednesday, 20 August 2008
Tesco has been rapped by the Advertising Standards Authority (ASA) over a promotion that claimed its products were cheaper than those at rivals Asda and Morrisons.

tesco store
Complaints were made to the ASA following the advertisements that included the line "why pay more at Asda?"

The concerns were raised on the basis that Tesco had included promotional items in the trolley pictured, while the comparative goods were not on offer.

And while Tesco said that it made clear in the promotion that this was the case, the ASA ruled such a strapline was misleading and might imply the retailer was cheaper generally than its competitors.

"In view of that likely interpretation, we considered that the comparisons should include a fair and representative selection of goods," the regulator said.

By incorporating its own savings deals into the price comparison meant the advert was not "representative" of the overall shopping picture at the retailer, it added.

Two television adverts have now been banned by the ASA, and must not be shown in their current form again. They suggested that the trolley of groceries would set consumers back £49.59 at Tesco and £76 at Asda.
Comments (0)add comment

Write comment
smaller | bigger

security image
Write the displayed characters


busy
 

Debate

Discuss the latest hot topics affecting the grocery retail sector in our online discussion forums.
Join the debate

Opinion Poll

Can Marks & Spencer recover from its latest sales setback?
 

What's in the Box

What's in the Box?

02 Dec 2008

What's in the Box?

02 Dec 2008

What's in the Box?

05 Aug 2008

What's in the Box?

12 Dec 2008

What's in the Box?

23 Dec 2008

What's in the Box?

19 NOV 2008

What's in the Box?

17 Sep 2008

What's in the Box?

31 Jul 2008

What's in the Box?

07 NOV 2008

What's in the Box?

21 Oct 2008

What's in the Box?

15 Aug 2008

What's in the Box?

02 Dec 2008

What's in the Box?

25 Sep 2008

What's in the Box?

17th Sep 2008

What's in the Box?

13 NOV 2007

What's in the Box?

29 Aug 2008

What's in the Box?

28 Aug 2008

What's in the Box?

25 Jul 2008

What's in the Box?

12 Dec 2008

What's in the Box?

01 NOV 2008

What's in the Box?

21 Oct 2008

What's in the Box?

17 Oct 2008

What's in the Box?

24 Jul 2008

What's in the Box?

17 Oct 2008

What's in the Box?

16 Oct 2008

What's in the Box?

17 Oct 2008

Registered in England & Wales. Company no. 1993193. VAT no. 853914212. Regd Office: Media House, Azalea Drive, Swanley, Kent BR8 8HU | Tel: +44(0) 1322 660070