Supermarket Chain Faces Consequences for Deceptive Promotion

  • ASA reprimands Lidl for misleading ‘Special Offers’ advertisement
  • Advertising Standards Authority (ASA) orders Lidl to stop using the ad in its current form
  • Customers were led to believe fruit and vegetables would be available at 49p between 16 April and 22 April
  • Lidl argues that the dates were clear and unambiguous

The Advertising Standards Authority (ASA) has reprimanded Lidl over an advertisement that led customers to believe certain fruit and vegetables would be available at a discounted price between 16 April and 22 April. The ad featured the text ‘Super Savers!’ and ’14 New Offers For Less Every Week’ with various products listed, including fruits and vegetables priced at 49p. However, Lidl argued that the dates were clear and unambiguous, stating they were located on a black heading accompanying a title ‘Special Offers’. The ASA concluded that consumers would assume the offers applied during the stated dates, but found this not to be the case.

Factuality Level: 8
Factuality Justification: The article provides accurate and objective information about the Advertising Standards Authority’s decision regarding Lidl’s advertisement. It presents the facts without any sensationalism or personal perspective.
Noise Level: 3
Noise Justification: The article is focused on a specific advertising issue involving Lidl and the Advertising Standards Authority. While it may be of interest to those following retail news or marketing practices, it does not contain any significant long-term trends or insights that can be applied broadly.
Financial Relevance: Yes
Financial Markets Impacted: Lidl (a supermarket company)
Financial Rating Justification: The article discusses a financial aspect of Lidl’s advertising practices and its impact on consumers, which can affect the perception of the company and potentially its sales.
Presence Of Extreme Event: No
Nature Of Extreme Event: Other
Impact Rating Of The Extreme Event: No
Extreme Rating Justification: No extreme event mentioned in the article

Reported publicly: www.retailsector.co.uk