Tesco wins right to market Price Promise after Sainsbury's challenge fails

Tesco: allowed to continue Price Promise scheme after ASA ruling
Tesco: allowed to continue Price Promise scheme after ASA ruling

Tesco can continue marketing its 'Price Promise' scheme after a complaint by Sainsbury's questioning the validity of comparing own-brand products was dismissed by the Advertising Standards Authority.

The Price Promise is being hailed by Tesco as a "disruptive innovation" in a ruling it claims will transform the supermarket sector in a similar manner to the way consumers are now able to "compare loans, credit cards and insurance products simply, fairly and quickly".

Sainsbury’s objected to a regional press ad for Tesco’s Price Promise featuring branded products including Colman’s Mustard and own-label and fresh food, including an aubergine and a pint of milk, claiming they were not comparable.

Issues including provenance and ethics were highlighted by Sainsbury’s as a major factor in a consumer’s purchasing decision and therefore this meant similar own-label or fresh food products sold by different retailers could not be compared on a like-for-like basis based on price alone.

The ASA decided the comparisons made in Tesco’s Price Promise ad were justified, after acknowledging there would be differences in animal welfare and country of origin for ingredients, It revealed it was satisfied Tesco had taken those elements into account when matching products, "based on them meeting the same need".

Determining factor

Tesco claimed non-price elements should only be taken into account when comparing products when they were the determining factor in the consumer buying the product.

As a result, it argued products containing British and Irish ingredients did not have to be matched with competitor products of the same provenance.

Tesco also claimed Fairtrade certifications were not a major factor in a customer’s decision to buy a product, even when the retailer has taken a decision to stock only Fairtrade products.

Sainsbury’s pointed to another Tesco ad published on 3 March, that claimed all its fresh chickens were from UK farms, as proof that Tesco admitted the importance of an ingredient’s provenance when customers were making a purchase decision.

However, Tesco successfully argued to the ASA that the 3 March ad was not about focusing on its ingredients’ provenance, but was instead an attempt to highlight its commitment to a better supply chain, following the horsemeat scandal.

In response to the decision, Sainsbury’s has launched a national ad campaign entitled "Same price, different values", that seeks to defend the "customers’ right to make fair comparisons based on all important characteristics of a product and not just price". 


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer