Supermarket Rivalry Escalates with ASA Involvement
- Lidl scolded by ASA after Morrisons complaint
- Price comparison advert in question
- ASA concludes advert was misleading
- Lidl told ad demonstrated year-round price difference
- Advert must not appear again in current form
Lidl has faced scrutiny from the Advertising Standards Authority (ASA) following a complaint by Morrisons, who claimed that a price comparison advert was not based on accurate prices at the time of its appearance. The advert compared Lidl’s £9.77 price for Cathedral City cheddar cheese to Morrisons’ £11.50 price, but small print stated it was subject to availability and excluded promotional pricing. Lidl argued that the ad demonstrated year-round lower prices at their store. The ASA concluded that consumers would perceive a £1.73 difference when it was only 73p, deeming it misleading. As a result, Lidl must now ensure clearer price comparisons and avoid similar advertising practices.
Factuality Level: 8
Factuality Justification: The article provides accurate information about a complaint made by Morrisons against Lidl’s advertisement, the ASA’s conclusion, and the actions taken as a result. It presents facts without any sensationalism or personal opinions.
Noise Level: 3
Noise Justification: The article provides information about a specific advertising dispute between two companies and the outcome of an ASA ruling. It does not contain irrelevant or misleading information, but it is focused on a single event rather than exploring broader trends or providing actionable insights.
Financial Relevance: Yes
Financial Markets Impacted: Lidl and Morrisons
Financial Rating Justification: The article discusses a financial comparison between two companies, Lidl and Morrisons, which impacts their sales and marketing strategies.
Presence Of Extreme Event: No
Nature Of Extreme Event: No
Impact Rating Of The Extreme Event: Minor
Extreme Rating Justification: There is no extreme event mentioned in the text.
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