An advertising watchdog has banned three ads by budget grocer Aldi after they were found to be misleading.
There are reports complaints for a fourth ad by the German supermarket retailer have also been submitted.
Aldi was criticised by the Advertising Standards Authority (ASA) for an advert that showed a full shopping basket at their store was cheaper than an equivalent shop at one of the Big Four supermarkets.
In one TV commercial Aldi said customers would save £28 shopping at one of their stores, while in another it said savings of £20.31 would be made.
The third ad said “Aldi wins every time” when it comes to the savings crunch.
One of the Big Four retailers, Morrisons, along with two members of the public were among those who submitted complaints to ASA claiming Aldi’s ads were misleading.
ASA found Aldi had compared its own-label products with branded goods sold at rival grocers, rather than the rivals’ own-label products.
In response, Aldi’s UK and Ireland chief executive Matthew Barnes said ASA’s decision was “ambiguous” and “inconsistent”.