Lidl has been ordered to stop making unfair comparisons between own-label non-food and brands following a wrangle with a leading DIY chain.
B&Q complained to the Advertising Standards Authority after a Lidl ad for an own-label hammer drill boasted its £49.98 drill was “£90 cheaper” than a “similar” Bosch item at B&Q. Lidl told the ASA the only difference between the two was that one was non-branded and one was branded.
The ASA said marketers should “as far as is reasonably possible” compare products of the same, or very similar, quality. It said Lidl had failed to make reference to either of the similar, non-branded drills sold by B&Q.