Co-op ad banned over ‘misleading’ Aldi price-match scheme claims
A Collaboration ad promoting a price-matching scheme with Aldi was deemed misleading by the Advertising Standards Authority (ASA) because it failed to compare truly similar products.
The decision follows a complaint from Aldi, which provided the ASA with a list of 45 items it believed were inappropriately compared in the Co-op’s August ad.
The Co-op’s advert prominently stated “Everyday Essentials price matched with Aldi”, with smaller text adding: “We match prices of certain Co-op products with similar products available at Aldi.”
While the ASA acknowledged that some of the Co-op’s products, such as the Seed Loaf, Tiger Bloomer, White Toastie Loaf and Whole Wheat Loaf, were indeed an exact match in terms of variety and size, other comparisons found significant differences.
The watchdog highlighted examples where the Co-op paired products with similar alternatives when the same product was not available at Aldi.
These included Co-op’s Linguini Pasta vs. Aldi’s Cucina Spaghetti, Co-op’s Summer Berries Flavored Still Water vs. Aldi’s Apple & Currant Flavored Still Water, and Co-op Jellied Meaty Pieces with Turkey vs. Aldi’s Chicken Earls Meat Pieces in Jellied.
Importantly, the ASA also identified cases where a less similar alternative was used for comparison despite a closer match being sold by Aldi; he cited pairing Co-op’s Whole Wheat Farmhouse Loaf with Aldi’s White Farmhouse Loaf as an example.
The Co-op said Aldi does not sell Whole Wheat Farmhouse Loaves, as they believe the “farmhouse” style of the bread is more important than the wholemeal nature of the loaf.
The ASA said: “We thought consumers would understand that prices will be compared to identical products sold in both stores, or for those who read the small text at the bottom of the advert, they will understand that if the same product is not sold the closest comparable product will be selected for comparison.
“However, because Aldi’s closest comparable individual product was not always selected by the Co-op for inclusion in price matching, and because sufficiently specific information was not provided or adequately marked to explain how the products were considered ‘comparable’ and to substantiate the claim, we conclude that the basis for the comparison was not made clear and the advertisement was therefore misleading.”
A Co-op spokesperson said: “We ensure product comparisons used in our Aldi price matching offer are clearly presented on our website to ensure shoppers can easily verify matches.”
Which? Retail editor Reena Sewraz said: “Aldi almost always comes out as the cheapest supermarket in our monthly pricing analysis, so price matching schemes could look like a win for shoppers, especially those who don’t have an Aldi nearby or prefer to shop elsewhere.
“However, this ASA decision highlights why price-matching claims need to be treated with caution. Previous Which? research has found that some price-matched products are not similar in terms of content, quality or pack size.”
“Shoppers shouldn’t assume that price matching will guarantee the same product or best value; it pays to look beyond the label and check what you’re actually getting.”
