Frozen food specialist Iceland has been ticked off by watchdogs for two advertising leaflets which failed to state clearly that the prices shown were promotional and not regular prices.
Supermarket chain Kwik Save complained that the leaflets suggested Iceland’s prices were always lower than at Kwik Save.
The ad campaign compared eight promotional grocery products at Iceland to the non-promotional prices of Kwik Save, with the strapline: ‘Iceland SAVE, SAVE, SAVE... Bags more for your money than Kwik Save!’.
Iceland said the leaflets stated that the shopping samples were taken from two particular stores at a certain time.
But the Advertising Standards Authority ruled that the two leaflets were “misleading” as the print denoting the samples was very small and that in the future it would need to be more “prominent”.
Supermarket chain Kwik Save complained that the leaflets suggested Iceland’s prices were always lower than at Kwik Save.
The ad campaign compared eight promotional grocery products at Iceland to the non-promotional prices of Kwik Save, with the strapline: ‘Iceland SAVE, SAVE, SAVE... Bags more for your money than Kwik Save!’.
Iceland said the leaflets stated that the shopping samples were taken from two particular stores at a certain time.
But the Advertising Standards Authority ruled that the two leaflets were “misleading” as the print denoting the samples was very small and that in the future it would need to be more “prominent”.
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