Morrisons has become the latest major supermarket to be rapped by the Advertising Standards Authority (ASA) after a “misleading” advert suggested it was cheaper than its rivals.
A national press advert compared the price of a trolley load of like-for-like Morrisons goods against Asda, Tesco and Sainsbury’s. The ad claimed the products cost £30.82 at Morrisons, £50.30 at Asda, £57.47 at Tesco and £54.73 at Sainsbury’s.
But following a complaint from Asda, the ASA ruled the comparison was invalid as it did not make clear that products at the rival stores were not on promotion.
In response to the investigation, Morrisons said “in no way” was the advert intended to be portrayed as a “representative shopping trolley” and “there was no attempt to mislead or deceive the public”.
The news comes after Tesco was last week criticised by the ASA over adverts including the group’s attempt to position itself as “Britain’s biggest discounter”.
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