Aldi’s claim it had “Britain’s cheapest Christmas dinner” was found to be misleading after Sainsbury’s reported it to the advertising watchdog.
An advert stated that consumer group Which? had found Aldi’s festive meal was 20% cheaper than Sainsbury’s.
But the rival supermarket argued the claims were misleading and could not be verified. The Advertising Standards Authority (ASA) upheld the complaint.
But the rival supermarket argued the claims were misleading and could not be verified. The Advertising Standards Authority (ASA) upheld the complaint.
In early December, Aldi ran a four-page wraparound newspaper ad with the strapline: “The home of Britain’s cheapest Christmas dinner. Why go anywhere else?”
It also stated: “Sainsbury’s £44.81”, “Aldi £33.80” and “Swap & Save over 20% on your Christmas dinner”. Sainsbury’s questioned whether those claims could be verified.
Aldi said they were made based on an independent third-party comparison on the Which? website titled “Which is the cheapest supermarket for Christmas dinner ingredients?”
But the ASA said the advert would lead shoppers to believe that the total cost of buying ingredients for a typical Christmas dinner would be cheaper at Aldi than in any other supermarket, “so there would be no reason to shop around”.
Aldi’s claim it had “Britain’s cheapest Christmas dinner” was found to be misleading after Sainsbury’s reported it to the advertising watchdog.
But the rival supermarket argued the claims were misleading and could not be verified. The Advertising Standards Authority (ASA) upheld the complaint.
An advert stated that consumer group Which? had found Aldi’s festive meal was 20% cheaper than Sainsbury’s.
In early December, Aldi ran a four-page wraparound newspaper ad with the strapline: “The home of Britain’s cheapest Christmas dinner. Why go anywhere else?”
But the rival supermarket argued the claims were misleading and could not be verified. The Advertising Standards Authority (ASA) upheld the complaint.
But the rival supermarket argued the claims were misleading and could not be verified. The Advertising Standards Authority (ASA) upheld the complaint.
In early December, Aldi ran a four-page wraparound newspaper ad with the strapline: “The home of Britain’s cheapest Christmas dinner. Why go anywhere else?”
It also stated: “Sainsbury’s £44.81”, “Aldi £33.80” and “Swap & Save over 20% on your Christmas dinner”. Sainsbury’s questioned whether those claims could be verified.
Aldi said they were made based on an independent third-party comparison on the Which? website titled “Which is the cheapest supermarket for Christmas dinner ingredients?”
But the ASA said the advert would lead shoppers to believe that the total cost of buying ingredients for a typical Christmas dinner would be cheaper at Aldi than in any other supermarket, “so there would be no reason to shop around”.
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