Watchdog finds adverts lacked clarity on specific product savings

  • ASA bans two Lidl adverts comparing savings with Tesco
  • Ads claimed customers could save over 35% and 30% at Lidl compared to Tesco
  • Lidl responds saying ads were based on Scottish products
  • ASA says ads were misleading and not clear about specific product selection

The Advertising Standards Authority (ASA) has banned two Lidl advertisements comparing savings at the supermarket to Tesco after a complaint from rival discounter Aldi. The ads, which ran in Scotland, claimed customers could save over 35% and over 30%, respectively, compared to Tesco. However, the ASA did not see evidence that the general level of savings could ‘ordinarily be achieved’ and stated that the ads didn’t make it clear that the savings were related only to specific products shown. Lidl responded by saying it did not intend to make a general savings claim against Tesco in these ads, which featured Scottish products and should be contrasted with its other price positioning ads without percentage claims. The ASA argued that the prominence of ‘Save over 35% at Lidl’/’Save over 30% at Lidl’ and accompanying claims could mislead consumers in Scotland, as they might understand savings applied more broadly to both supermarkets. As a result, the ads must not appear again in their current form, and Lidl must ensure future advertising clearly states where savings claims are limited to specific comparisons.

Factuality Level: 8
Factuality Justification: The article provides accurate information about the banning of two Lidl adverts by the Advertising Standards Authority (ASA) due to misleading savings claims. It includes quotes from both Lidl and ASA, explaining their perspectives on the issue. However, it lacks some details about the specific products involved in the ads and the exact nature of the complaints made by Aldi.
Noise Level: 3
Noise Justification: The article provides relevant information about the banning of two Lidl adverts by the Advertising Standards Authority due to misleading savings claims. However, it lacks in-depth analysis or exploration of the consequences for the companies involved and does not offer much actionable insights or new knowledge.
Financial Relevance: Yes
Financial Markets Impacted: Lidl and Tesco
Financial Rating Justification: The article discusses the financial impact of advertising campaigns on two supermarket companies, Lidl and Tesco, which could potentially affect their sales and market share.
Presence Of Extreme Event: No
Nature Of Extreme Event: No
Impact Rating Of The Extreme Event: No
Extreme Rating Justification: There is no extreme event mentioned in the text.

Reported publicly: www.retailsector.co.uk