The Advertising Standards Agency (ASA) has ruled that Asda adverts promoting price competition against other supermarkets must be changed.
The advertising watchdog upheld, or partly upheld, four of the nine complaints against Asda. The watchdog said that Asda did not make it clear enough that the price guarantee did not apply to non-grocery products that appeared prominently in the adverts.
The adverts promised to refund customers the difference during their next shop if they found groceries cheaper at the other major stores.
Retailers Morrisons and Tesco complained that there were significant exclusions from the price comparison and implied that the Asda was cheaper than the two supermarkets and Sainsbury's.
Asda argued the comparison was valid and robust and argued that the adverts made it clear that the offer only applied to comparable grocery products.
The ASA ruled that the adverts must not appear again in their current form.
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