The advertising watchdog has banned an advert promoting Aldi’s own-brand champagne after Tesco complained it was misleading.
In the advert, the German discount supermarket claimed customers could save 45 per cent on a selection of products when compared to rival Tesco.
The products shown in the Tesco basket included a bottle of Moet et Chandon champagne, while the Aldi alternative featured its own-brand Veuve Monsigny bubbly.
But Tesco popped its cork at the advert, saying the champagnes in the selection unfairly skewed the price comparison in Aldi’s favour.
In addition, the supermarket chain argued the advert did not make it clear that Tesco also sold alternative own-brand and branded fizz at a cheaper price for customers who did not want to splash out on Moet.
Aldi poured its heart out in a sparkling defence, arguing the advert depicted a range of savings and included a reference to Tesco’s own-brand alternatives in the small print.
But the clear-headed Advertising Standards Authority (ASA) upheld the complaint, saying the advert artificially skewed the price comparison in Aldi’s favour and was likely to mislead customers.
The ASA said the ad must not appear again in its current form, and told Aldi to ensure its future price comparisons did not mislead consumers.
Main image credit: Getty