Asda Gets Sainsbury’s Advert Banned
An advert by Sainsbury’s which was intended to promote the retailer’s Brand Match scheme has been banned after Walmart-owned Asda complained about its wording. Following this complaint, Sainsbury’s is no longer allowed to show the television ad in its current form, after the Advertising Standards Agency (ASA) upheld a complaint from its competitor, which claimed that the ad did not make clear which stores were participating in the scheme.
Asda also brought four other complaints to the ASA, all of which were subsequently dismissed. As reported by Retail Week, the watchdog said that “We considered the qualification in the TV ad, ‘Excludes Locals, Centrals and online. Selected stores excluded’ was ambiguous as it referred specifically to Locals and Centrals but then in the following sentence used the generic term stores, which we considered consumers may not understand referred only to the main estate stores.
“Although we understood that details of the main estate stores that were not participating were included on the website, we considered this should have been made clearer to consumers in the ad. Because we considered the qualification regarding participating stores was unclear and ambiguous, we concluded the TV ad was misleading.”
Previously, supermarket chain Sainsbury’s has credited its Brand Match scheme with winning shoppers from its rivals, by negating price in their customers’ decision of where to shop. Earlier in May, the retailer released data showing an underlying pre-tax rise in profits by 7.1%, to £712 million in the year to March 17.
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