The Co-operative supermarket chain has been formally reprimanded by the UK's advertising regulator following complaints about its price-matching scheme with discount rival Aldi. The Advertising Standards Authority (ASA) has ruled that promotional materials were misleading to consumers.
Inappropriate Product Comparisons
The controversy centres around Co-op's "Everyday Essentials price matched to Aldi" campaign, which promised customers competitive pricing against the German retailer. However, the ASA investigation revealed that Co-op had used 45 items in their comparison that were not appropriate matches, failing to properly compare similar products where identical items were not available.
One advertisement stated clearly "Everyday Essentials price matched to Aldi", with smaller text adding: "We match the prices of certain Co-op products against comparable products available at Aldi." The ASA determined that this presentation was insufficient to prevent consumer misunderstanding.
Regulator's Verdict
The ASA explained their reasoning in detail: "We considered that consumers would understand the prices to be matched against the same products sold by both stores, or, for those who had read the small text at the bottom of the ad, that on the occasion the same product was not sold, the nearest comparable individual product would be selected for comparison."
"However, because Aldi's nearest comparable individual product had not always been selected by Co-op for inclusion in the price match, and because no sufficiently prominent information was provided or adequately signposted to explain how products were deemed 'comparable', and to verify the claim, we concluded that the basis of the comparison had not been made clear and that the ad was therefore misleading."
Consumer Advice from Experts
Retail experts have urged shoppers to approach supermarket price-match schemes with caution following the ruling. Reena Sewraz, retail editor at consumer organisation Which?, commented: "Aldi almost always comes out as the cheapest supermarket in our monthly pricing analysis, so price-match schemes can sound like a win for shoppers, especially for those who don't have an Aldi nearby or prefer to shop elsewhere."
"But this ASA ruling underlines why price-match claims should be treated with caution. Previous Which? research found that some price-matched products weren't like-for-like on ingredients, quality or pack size. Shoppers shouldn't assume a price match guarantees the same product or the best value – it pays to look beyond the label and check what you're really getting."
Co-op's Response
A Co-operative spokesperson defended the supermarket's approach, stating: "We ensure the product comparisons utilised in our Aldi price-match offer are presented clearly on our website to enable shoppers to easily verify the matches."
The ruling comes as supermarkets face increasing pressure to demonstrate value to consumers during the ongoing cost of living crisis. Price-match schemes have become increasingly popular as retailers compete for market share, but this case highlights the importance of transparency in such promotional activities.
