Tesco complained to The Advertising Standards Authority (ASA) after a national press ad stated “Asda Price Guarantee we mean it! 10% cheaper or we’ll give you the difference. Guaranteed.”
The small print at the bottom of the ad stated: “Asda price guarantee includes comparable grocery shopping only. Comparison made against Tesco, Sainsbury’s and Morrisons only…”.
Tesco challenged whether the claim “10% cheaper or we’ll give you the difference. Guaranteed” was misleading, saying it implied Asda was always 10% cheaper than the named competitors.
In its defence, Asda said it did not believe the claim "10% cheaper or we'll give you the difference. Guaranteed" was a “lowest price claim”.
It said the ad did not imply that Asda guaranteed to be 10% cheaper, but that they guaranteed to give customers the difference on comparable grocery shopping if they were not 10% cheaper.
Concluding that no further action was necessary, The ASA said: “We considered consumers would understand “Guaranteed” in this context to mean Asda guaranteed to refund the difference if they were not 10% cheaper.
“We did not consider “Guaranteed” implied prices at Asda were guaranteed to be 10% cheaper all the time. We therefore concluded the ad was not misleading.”