It's been reported that Aldi is leading the charge of complaints about Morrisons’ 'Match & More' campaign. Aldi has reportedly made an official complaint to the Advertising Standards Authority (ASA) in the UK about the campaign, which was launched in October.
The campaign pledged to price-match discounters Aldi and Lidl and insisting that customers would be refunded the difference through points on their loyalty card if an item from a comparable grocery shop was cheaper.
Aldi, who has already run a print campaign mocking the loyalty card, made a formal complaint to the ASA that the offer lacks clarity in its terms and conditions.
The ASA has confirmed that it has had 15 complaints in total - one from Aldi and the rest form the public - and it's believed they will now begin an investigation.
“I can confirm that we’ve received 15 complaints, including one from Aldi, about the Morrison ‘Match and More’ ad," said an ASA spokesman.
The spokesperson added that the general nature of the complaints is that the ads (TV and print) are misleading because they do not make clear how products are compared and that some product comparisons are so different that it makes the comparison misleading.
