“Three Aldi adverts claiming customers could make significant savings were misleading, the Advertising Standards Authority has ruled.

A TV advert claimed a £70 Aldi shop would cost £98 at the “big four” supermarkets.

Morrisons and two members of the public complained the adverts did not make it clear Aldi’s own-brand products were being compared with branded products.”

From the BBC website.

Is the idea of marketing to get away with as much as you can? It feels like that sometimes.

We say that trust is important. But then we behave like it isn’t if it gets in the way of some scheme or other.

“Volkswagen does not tolerate any kind of violation of laws whatsoever. It is and remains the top priority of the board to win back lost trust and to avert damage to our customers.”

From Marketing Week

Of course it does. But it didn’t stop you in the first place, did it? And what of Aldi’s response to the ASA?

“Aldi’s UK and Ireland chief executive Matthew Barnes said it was “extremely disappointed” with the “ambiguous and inconsistent” decision.

“The use of comparative advertising is a well-established principle and is firmly in the interests of consumers and encourages competition between retailers,” he said.”

Admit it, Aldi – you got caught, don’t do it again.

Provide your customers with a great experience – that’s how you build trust.

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