A Taste of Wellness for Savoury and Snacks
Givaudan
The UK Advertising Authority has upheld a complaint by UK supermarket chain Safeway Stores who objected to advertisements placed by its competitor, ASDA supermarkets.
The advertisements featured an image of two shopping trolleys that seemed to contain the same products. Below one trolley was the claim "SAFEWAY £57.97", below the other trolley the claim "ASDA £50.75".
Safeway complained that the adverts implied the savings could be achieved throughout all stores and the advertisers would always be cheaper than the complainants.
The Authority concluded that the claimed saving might not be made at each location and that the advertisers might not always be cheaper than their competitors. The Authority concluded that the advertisement was misleading.