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.