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Tuesday, 9 October, 2001, 23:19 GMT 00:19 UK
Tesco rapped by advertising watchdog
Interior of a Tesco store
Tesco recently launched a Price Check campaign
The Advertising Standards Authority has criticised Tesco over claims that it was cheaper than the Chemist Boots for a range of personal hygiene products.

The ruling is bad timing for Tesco, which three weeks ago launched a 100m Price Check campaign.

But the ASA upheld Boots' complaint against Tesco, which included a claim that it was 16% cheaper than Boots on shampoos and conditioners.

Last week, Safeway lodged a complaint with the ASA to contest a claim by Tesco that it was 14% cheaper.

Complaint upheld

Boots objected to a leaflet that stated: "Price cuts - check out the Tesco commitment to beating Boots on price.

"14% cheaper than Boots on deodorants and body sprays, 15% cheaper than Boots on razors and blades, 16% cheaper than Boots on shampoos and conditioners."

The leaflet featured branded products and small print at the bottom of the leaflet stated: "Individual comparison prices check in Boots, Welwyn Garden City on 13/06/2001. Independent price 5/6/01 and 6/6/01."

Boots objected because it felt that the advert implied that all of these products were cheaper in Tesco's shops.

Tesco said that it had added together the prices in each of the advertised product sectors and the percentage figures represented the difference between the total of the prices of theirs and Boots' products in each of the three product sectors.

But the ASA did not consider that they were at least 14%, at least 15% and at least 16% cheaper than Boots' product lines.

It said that the advert was misleading and it has asked Tesco never to repeat it.

See also:

30 May 01 | Business
Has the ASA had its day?
29 May 01 | Business
Virgin Trains ads rapped again
11 Apr 01 | Health
Vacuum firm rapped over advert
26 Sep 01 | England
Firm rapped over speed camera ad
08 Aug 01 | Health
Dior rapped over beauty cream
18 Jul 01 | Business
Chanel's anti-ageing claims rejected
03 Jan 99 | Africa
UN to withdraw Angola observers
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