Tesco has had enough with people using it to promote their own supermarkets, it seems.
After successfully getting a Lidl ad banned when it said it was £46 cheaper than Tesco for the same goods, it’s taken aim at Iceland.
Back in March, Iceland told people that buying teabags, milk and biscuits at Tesco would cost people £4.08 more than it would at Iceland – adding it was the “UK’s cheapest cuppa”.
Tesco complained ad compared Iceland’s promotional prices with Tesco’s non-promotional prices and the Tesco prices dated from five weeks before the ad was published with Iceland’s current ones.
The ASA agreed.
“The prices therefore did not reflect the prices that consumers paid at either Iceland or Tesco on 12 February,” the ASA said.
“Furthermore, by the time the ad was published the price at Tesco had further reduced, meaning that the overall saving a consumer could achieve by purchasing the ‘cuppa’ at Iceland rather than Tesco on the day the ad was published was only £1.59.”
As to claims it was Britain’s cheapest?
Well, Iceland only checked prices from Tesco, Asda, Sainsbury’s, Morrisons, Waitrose and Ocado – which wasn’t enough for the ASA.
“Because Iceland did not have evidence which confirmed that Iceland’s total price for the featured products was cheaper than all other UK retailers, we concluded the claim was misleading,” the advertising watchdog said.
The ad was banned.
“We told Iceland Foods Ltd to ensure the basis of their price comparisons were clear and their ads reflected the prices available to consumers,” the ASA said.
“We also told them to ensure that they provided sufficient information for consumers to be able to verify the comparison for themselves.”