Asda forced to change adverts

Asda has been ordered to change its price promotion adverts, following a ruling from the advertising watchdogs. In the adverts, Asda promised to refund customers the difference during their next shop if they had found the goods cheaper elsewhere.

However, the Advertising Standards Authority has ordered the retailer to amend the ads, following complaints by Tesco and Morrisons that the ads were misleading, as they claimed Asda was cheaper than they and fellow retailer Sainsbury’s.

Asda refuted the complaint, claiming the adverts made it clear that the offer only applied to comparable grocery products.

However, the ASA upheld, or partly upheld, four of the nine complaints against Asda, stating the supermarket did not make it clear enough that the price guarantee did not apply to non-grocery products, such as books and football-related items that appeared prominently in the adverts.

It ruled that the adverts must not appear again in their current form.