ASA upholds Tesco complaint against Safeway press ad

Tesco has scored a win over Safeway after claiming its supermarket rival had manipulated price comparisons in an ad to imply it was cheaper.

Tesco has scored a win over Safeway after claiming its supermarket

rival had manipulated price comparisons in an ad to imply it was

cheaper.



The row surrounded a regional press ad for Safeway which carried the

headline, ’Mum says Tesco aren’t very good at sums.’



The Advertising Standards Authority ruled that the ad, by Bates Dorland,

was misleading and that the headline should not be used again.



Tesco complained that the ad, featuring receipts from Tesco and Safeway

for the same 19 items, was unfair because 85 per cent of the claimed

savings came from only four items and Safeway used special offer

products to imply it was 11.4 per cent cheaper.



Meanwhile, Harvey Nichols has been censured by the ASA for running a

magazine ad which demeaned women and trivialised childbirth.



Travis Sennett Harari’s ad showed the lower legs of a woman who had just

given birth wearing a pair of gold stiletto sandals. The headline

announced: ’A new shoe department is born.’



The ASA has also clashed again with City Trading, two years after the

company unsuccessfully appealed to the High Court to overturn an ASA

ruling against it.



The authority has ordered a mail-order ad in the national press - which

promoted a ’potency pill’ called Vigorex, a drug it claimed had ’swept

America’ - to be changed. The ASA backed complaints that the ad implied

the pill was Viagra.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

MEDIA

Transformational tech is here, now

MEDIA

Is Blockchain the answer to ad fraud?

MEDIA

The Thinkboxes shortlist: July/August 2017

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).