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Sainsbury's campaign misleading advertising watchdog finds Sainsbury's Brand Match campaign misleading watchdog finds
(35 minutes later)
Sainsbury's, which claims to help consumers "live well for less", has been ordered to change some of the adverts for its Brand Match campaign after they were found to be misleading following complaints from rival supermarkets and shoppers.Sainsbury's, which claims to help consumers "live well for less", has been ordered to change some of the adverts for its Brand Match campaign after they were found to be misleading following complaints from rival supermarkets and shoppers.
The print and online promotions promised consumers they would not "pay more for brands than you would at Asda or Tesco".The print and online promotions promised consumers they would not "pay more for brands than you would at Asda or Tesco".
Sainsbury's initiative uses independently verified price data to instantly calculate the cost of a shopper's basket of branded grocery goods, compared with the cost of the same basket at Asda and Tesco.Sainsbury's initiative uses independently verified price data to instantly calculate the cost of a shopper's basket of branded grocery goods, compared with the cost of the same basket at Asda and Tesco.
If the branded goods would have been cheaper at either rival, including promotional deals, shoppers immediately receive a coupon equal to the value of the difference that they can redeem the next time they shop.If the branded goods would have been cheaper at either rival, including promotional deals, shoppers immediately receive a coupon equal to the value of the difference that they can redeem the next time they shop.
However, as is typical with supermarket promotions, there are reams of small print. Customers have to spend a minimum of £20 and their basket must include at least one item that is identical (same size, flavour etc) to one available in Asda or Tesco – difficult for many shoppers to ensure.However, as is typical with supermarket promotions, there are reams of small print. Customers have to spend a minimum of £20 and their basket must include at least one item that is identical (same size, flavour etc) to one available in Asda or Tesco – difficult for many shoppers to ensure.
Moreover, any coupons must be redeemed within two weeks and the maximum you can get back is £10. Online shopping is not covered by the promotion, nor are smaller Sainsbury's Central and Local stores. Electrical products and clothing are also not included.Moreover, any coupons must be redeemed within two weeks and the maximum you can get back is £10. Online shopping is not covered by the promotion, nor are smaller Sainsbury's Central and Local stores. Electrical products and clothing are also not included.
Tesco complained that Sainsbury's claim that shoppers would not pay more for brands than at Asda or Tesco was misleading, because in some instances they would have paid less for the branded goods at those stores. It also said that the adverts did not make it clear that the offer applied only to comparable brands, complaining that each retailer stocked exclusive branded products that were not available elsewhere.Tesco complained that Sainsbury's claim that shoppers would not pay more for brands than at Asda or Tesco was misleading, because in some instances they would have paid less for the branded goods at those stores. It also said that the adverts did not make it clear that the offer applied only to comparable brands, complaining that each retailer stocked exclusive branded products that were not available elsewhere.
Members of the public complained about "various restrictions" on the coupons, and that the claim "Save at Sainsbury's with Brand Match" was misleading because prices were matched rather than bettered. Sainsbury's was also accused of not making it clear that any saving was calculated across all of the brands in an individual's basket and that the price of those brands that were cheaper at Sainsbury's would be offset against the total branded shop.Members of the public complained about "various restrictions" on the coupons, and that the claim "Save at Sainsbury's with Brand Match" was misleading because prices were matched rather than bettered. Sainsbury's was also accused of not making it clear that any saving was calculated across all of the brands in an individual's basket and that the price of those brands that were cheaper at Sainsbury's would be offset against the total branded shop.
Some of the adverts added in small print: "Spend at least £20 in store in one go and we promise you won't pay more for brands than you would at Asda or Tesco," but others referred customers to the retailer's website for the full terms and conditions.Some of the adverts added in small print: "Spend at least £20 in store in one go and we promise you won't pay more for brands than you would at Asda or Tesco," but others referred customers to the retailer's website for the full terms and conditions.
The Advertising Standards Agency upheld some of the complaints. It said the advertising did not make it clear that any saving would not be passed on to consumers at the time of their shop. It also said the phrase "live well for less" was misleading in the context of Brand Match advertising because it implied branded goods would be cheaper at Sainsbury's, and therefore that consumers would not pay more.The Advertising Standards Agency upheld some of the complaints. It said the advertising did not make it clear that any saving would not be passed on to consumers at the time of their shop. It also said the phrase "live well for less" was misleading in the context of Brand Match advertising because it implied branded goods would be cheaper at Sainsbury's, and therefore that consumers would not pay more.
Sainsbury's said it strongly believed that the brand match was a "genuine, clear and concise offer" that relied on a simple process. It said it was straightforward for consumers and had been well received, with nearly 100m coupons issued, and it believed that indicated consumers understood the offer from the advertising.Sainsbury's said it strongly believed that the brand match was a "genuine, clear and concise offer" that relied on a simple process. It said it was straightforward for consumers and had been well received, with nearly 100m coupons issued, and it believed that indicated consumers understood the offer from the advertising.
The ASA rejected complaints that the advertising failed to make it clear the offer applied only to comparable branded goods, but told Sainsbury's that the adverts must not appear again in their current form. It also told Sainsbury's "to ensure future ads did not imply consumers would not pay more, or would save money, if that was not the case."The ASA rejected complaints that the advertising failed to make it clear the offer applied only to comparable branded goods, but told Sainsbury's that the adverts must not appear again in their current form. It also told Sainsbury's "to ensure future ads did not imply consumers would not pay more, or would save money, if that was not the case."