The Advertising Standards Authority (ASA) has banned a Co-op advert for its Aldi price match scheme, ruling it misleading. The watchdog upheld a complaint from Aldi, which argued that many of the 45 listed items were not comparable.
The ASA found that Co-op did not always select Aldi's nearest matching product. For example, Co-op's Linguini Pasta was compared to Aldi's Cucina Spaghetti, and its Wholemeal Farmhouse Loaf was matched against Aldi's White Farmhouse Loaf, despite the latter being a less similar alternative.
Although Co-op claimed that products were matched based on comparable customer need, the ASA determined the basis of comparison was insufficiently explained. The regulator stated that consumers would expect price matching on identical or nearest comparable products, which was not consistently done.
A Co-op spokesman said the retailer ensures comparisons are clearly presented on its website. Aldi welcomed the ruling, which confirms that the ad 'must not appear again in the form complained of'.
