English supermarket Morrisons lodged a compliant to the UK Advertising Standards Authority (ASA) against discounter Aldi’s latest advertisement campaign. Morrisons expressed concern over Aldi’s latest advertisement which claims that Aldi is 30% cheaper than competitors. Morrisons asserts that Aldi’s claims are unfairly price compares Aldi private brand products to national brand products in other stores. The ASA is currently assessing the case before it can launch an investigation.

Last week Tesco was forced to withdraw an advertisement for its Price Match campaign after rival Sainsbury’s claimed it was “misleading” while last year Morrisons – after four complaints to the ASA from Aldi – was forced to alter messaging around its now discontinued Match and More campaign.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.