Overview
- Aldi triggered the case by submitting a list of 45 Co-op items it said were inappropriately compared in the August campaign.
- The ASA said some products were exact matches, but others were paired with dissimilar alternatives such as linguini with spaghetti, summer fruits water with apple and blackcurrant water, and turkey pet food with a chicken variant.
- Investigators found instances where Co-op used a less similar Aldi product despite a closer match being available, citing a wholemeal farmhouse loaf compared with a white farmhouse loaf.
- Upholding one of three complaints, the ASA ruled the ad breached CAP Code rules on misleading advertising, substantiation, qualifications, and competitor comparisons, and ordered it not to appear again in the form complained of.
- Co-op said shoppers can verify matches on its website, while consumer group Which? urged caution as price-match claims may not reflect like-for-like products or best value.