Sainsbury’s match deal ‘misleading’

SAINSBURY’S has been ordered to change its “brand match” campaign after the advertising watchdog found it was misleading consumers.

The TV, radio, internet and press campaign promised customers would not pay more for brands than at Asda or Tesco, with Sainsbury’s giving a voucher if goods were found to be cheaper at either of its rivals.

The Advertising Standards Authority (ASA) received 20 complaints. Some pointed out that any saving was calculated across all brands in a shopper’s basket or that the offer was only available to those who spent £20 or more. The ASA noted that consumers would need to make a further purchase in order to redeem the coupons. 
It ruled the ads must not appear again in their current form.