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Asda warned by ASA over 'misleading' ads

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The UK’s second largest supermarket has been told by the Advertising Standards Agency (ASA) not to broadcast or publish a number of marketing campaigns again, due to their “misleading” nature.

Grocery rivals Morrisons and Tesco had questioned the authenticity of statements and imagery used in various Asda marketing material promoting its price comparison guarantee, published or shown on TV over the last 12 months.

Nine major issues were drawn attention to, four of which were upheld by the advertising watchdog.

Three ads involving the Asda Price Guarantee tagline, including one on TV and two in national newspapers, can no longer be rolled out in their current format, according to ASA.

A statement from the watchdog said: “We told Asda to ensure their ads did not suggest their price guarantee applied to all items, including non-grocery items and items that were specifically excluded, or that their savings claims referred to shopping generally rather than specific items, if that was not the case.”

It is not the first time Asda’s advertising policy has come under scrutiny.

During last summer’s football World Cup the retailer launched a promotion offering Uruguayans free eye tests, as a light-hearted reaction to a refereeing mistake in England’s match with Germany. Complaints were not upheld by the ASA.

Commenting on the latest ASA adjudication, Asda said it was happy with the outcome and revealed that it had evidence to back up some of the claims made against it.

“The Asda Price Guarantee is one of the easiest and best ways for shoppers to compare the cost of their groceries,” the statement continued.

“It covers nearly 15,000 different comparable products - including 2,900 fresh foods, like fruit and veg, milk, bread, fresh meat and fish, plus big brands and own label too. It even includes half price deals available at the other big stores.”

Published on Wednesday 02 February by Editorial Assistant

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