Advertising body rebukes Asda

The Advertising Standards Authority (ASA) has ruled Asda must make changes to the way it presents its price guarantee, a key plank of the grocery chain’s marketing, following complaints from rivals. The watchdog said adverts run by Asda following the introduction of its price guarantee in April must not appear again in their current form. “We told Asda to ensure their ads did not suggest their price guarantee applied to all items, including non-grocery items and items that were specifically excluded, or that their savings claims referred to shopping generally rather than specific items,” the ASA said. Asda’s original guarantee offered to refund shoppers the difference if they could find their groceries cheaper elsewhere.