ASA ruling forces a tweak to Aldi adverts

Aldi has tweaked its ‘Swap & Save 40%’ ads to shake off the ASA.

The advertising watchdog banned the original ad, which compared prices of premium brands at ‘other supermarkets’ to own-label Aldi products. The ASA said the ad had not made it clear that the products in the Aldi basket were own-label products.

Two days after the ruling, Aldi released a new version promising savings of 50%. The ad used the same comparison between brands and own label, but a new strapline read ‘Aldi. Like brands. Only cheaper’, which satisfied the ASA.

“It has always been our intention to show the savings at Aldi in a clear and substantiated way,” said an Aldi spokesman.