Asda price claim dropped – and that is official

Asda has been forced to abandon its ‘lowest-priced supermarket’ claim after rival Tesco store complained to the Advertising Standards Authority (ASA).

The lowest priced claim was advertised on television and in the press, following a price survey by The Grocer comparing the price of 33 products sold by eight retailers each week, over a year.

However, Tesco said the survey was limited and unrepresentative, and objected to Asda’s use of the word ‘official’ in its advertising as this implied the survey was government approved.

The ASA supported Tesco’s complaints and ordered Asda not to repeat the low price declaration

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