Tesco criticised for misleading ad campaign, which is a massive shock to everyone
Those lovable rouges at Tesco have been chided by the ASA for a misleading advert for its Price Check campaign.
We, The Idiots, were told by Tesco that they'd refund double the difference on any basket of groceries that we could find cheaper at Asda.
What they actually meant was that they'd only do that up to a maximum refund value of £20.
In the TV advert, it was said: "At Tesco, we understand times are tough, so we've lowered over 1,000 prices right across the store … And you can now check the price of your shop at Tesco Price Check and if you find your comparable grocery shopping cheaper at Asda, we'll happily refund double the difference …"
There were similar claims on the Tesco website and on various leaflets, all of which failed to mention the £20 limit.
In a statement the ASA said: "Inserting the £20 limit in the terms and conditions, but not in the ads themselves, had not made it sufficiently clear that there was a limit – data demonstrated that the percentage of total Price Check requests affected by the £20 limit continued to rise after this date."
Tesco, in response to this, said that it was our fault because the British shopper is an inherently sneaky bastard. Basically, they introduced the £20 cap to stop us from "tactically shopping". Poor little Tesco, being taken advantage of like that. The offer was only for nice, real shoppers, not those nasty tactical shoppers who "threatened its commercial viability".
The ASA weren't having that and said it saw no evidence that this was the case.
In its ruling the ASA added: "We considered that the £20 limit was a significant restriction likely to affect the average consumer's decision to shop at Tesco during the promotional period. Because the restriction was not included in ads we concluded that they were misleading. Because the restriction was only found in the fair-use policy … we concluded that the terms and conditions contradicted rather than clarified the headline claim and therefore that [the advert] was also misleading."
Tesco can't show this commercial again and all other promotional correspondence must be changed too. It'll cost them a fortune sorting it out, which of course, is hilarious.