Morrisons has been banned from showing its flagship television adverts featuring celebrities Richard Hammond and Denise van Outen, after an outcry from its rivals.
Complaints from Asda, Waitrose and The Co-op that the supermarket's claim to be the only major supermarket to source and pack fruit and vegetables from British farms was misleading were upheld by the Advertising Standards Authority (ASA).
The ASA decided that the claim was misleading because other supermarkets, including The Co-op, deal with some produce in the same way, despite Morrisons’ claim it was the only ‘major’ retailer to work in this way, MarketingWeek reported.
Morrisons had intended this to mean itself, Asda, Tesco and Sainsbury’s, but the ASA ruled that this was not clear.
Morrisons also implied that all fresh fruit and vegetables sold were sourced, selected and packed by the supermarket, according to the ASA, when this only applied to 85 per cent of its produce.
Morrisons is understood to be considering an appeal against the decision.
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