English supermarket Morrisons lodged a compliant to the Advertising Standards Authority (ASA) against German discounter Aldi’s latest advertisement campaign. Morrisons expressed dissatisfaction over Aldi’s latest advert claiming to be 30 per cent cheaper than nearest rivals. Morrisons claims that Aldi’s latest advert is unfair given its comparison of Aldi’s own-brand products to those of branded goods in other supermarkets. Aldi’s advertisement campaign is considered to be a aimed to “set the record straight” in wake of Morrisons ‘Price Crunch’ promotion.
English daily Telegraph reported quoting a spokesman for the ASA that Morrisons, and others, “challenged whether Aldi’s comparison of exclusive own brand products with premium branded products during Morrison’s ‘Price Crunch’ is misleading and presents an unfair and unrepresentative price advantage.” The ASA currently assessing the case before it can launch an investigation.
Last week Tesco was forced to withdraw an advert for its Price Match scheme after rival Sainsbury’s claimed it was “misleading” while last year Morrisons – after four complaints to the ASA from Aldi – was forced to alter messaging around its now axed Match and More scheme.