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Lidl rapped for misleading advertising following Aldi complaint


Lidl logo
// Lidl has been rapped by advertising watchdog after rival Aldi complained over misleading price claims in its advert last Black Friday
// The complaint, which centered on the fact that recommended retail prices do not reflect the prices that goods were sold across the market, was upheld by the Advertising Standards Authority

Lidl has been rapped by the Advertising Standards Authority after rival Aldi complained over misleading price claims.

Lidl Black Friday deal
Lidl Black Friday deal on HotUKDeals website

Lidl’s Black Friday sale leaflet, which was inserted into a national newspaper, ahead of the discounting event last November, featured a number of promotions including Sharp TVs, Emma mattresses and Asus laptops, alongside their recommended retail price (RRP).

However, Aldi complained that the quoted RRPs differed significantly from the prices at which the items were generally sold.


READ MORE: Lidl takes Tesco to court over claims it ripped off logo


Lidl’s evidence included screenshots of manufacturers’ websites, taken around the time the leaflet was distributed, however, the ASA said prices set by manufacturers were not necessarily the price at which products were generally sold.

The ASA said: “Given the number of retailers selling those products across the market, the examples provided (which consisted of one other retailer and, in some cases, the manufacturers’ website) were insufficient to demonstrate that the products were generally sold at the RRPs claimed in the ads.”

The ASA told Lidl that in future references to RRP by reflect the price at which the products concerned are generally sold.

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