0370 270 6000

already registered?

Please sign in with your existing account details.

need to register?

Register to access exclusive content, sign up to receive our updates and personalise your experience on brownejacobson.com.

Privacy statement - Terms and conditions

ASDA price guarantee: What an ASA ruling really means

2 February 2011

In the supermarket price war, Asda’s price guarantee is a major weapon. Asda, using a moneysupermarket.com comparison, offer to refund the difference if your shopping would have been cheaper elsewhere. But on Wednesday, the ASA ruled that some of the adverts for this promotion were misleading.

Interestingly, in upholding certain complaints, the ASA did not follow the advice which Asda had received from Clearcast.

We anticipate that this ruling will result in a lot of negative press for Asda. However, reading between the lines, the ASA only upheld four of the nine complaints made. They did not rule that the scheme could not continue to be advertised, or that Asda were more expensive than Tesco’s – they only ruled that the presentation of certain adverts must be changed, because they falsely implied Asda were generally cheaper or that the promotion covered items such as books.

This highlights the importance of taking advice, and being sure that your complaint can procure the desired outcome, before making it.

related opinions

Chancellor announces levy on companies subject to anti-money laundering regulations

The Chancellor’s latest Budget Report outlined that the Government will introduce a £100 million Economic Crime Levy, otherwise known as the AML Levy no earlier than April 2022 to fund action to tackle money laundering and ensure delivery of reforms in the Government’s Economic Crime Plan.

View blog

Credit broking: know your permissions

To operate lawfully, firms that broker credit to consumers by way of business must be registered with and authorised and regulated by the Financial Conduct Authority (FCA).

View blog

More protection required for retailer workers as violence is on the rise, according to latest statistics

Following an MP debate on 5 November 2019, the government is due to release long-awaited guidance as to how it intends to protect workers in the retail industry against violence, harassment and abuse.

View blog

UK universities receive fire and safety complaints

Statistics released by Eaton indicate that 1 in 4 Universities have received complaints about fire safety issues or building evacuation procedures from students, staff or members of the public in the last 5 years.

View blog

mailing list sign up



Select which mailings you would like to receive from us.

Sign up