Tesco warned over 'misleading' beer promo

30 July 2014

Tesco has received a warning by the Adverting Standards Agency (ASA) over advertising a beer promotion that was "likely" to have misled customers.

The ASA upheld two complaints against the supermarket giant for an online promotion selling four cans of Hobgoblin for £4.50, down from £4.99 from 23 October 2013.

However, one online shopper complained that the alcohol had been available for £4 for three months up until 7 October 2013 and that the Hobgoblin was still being sold at the 'discounted' price after the promotion was meant to end on 7 November.

Tesco said that the beer had been stocked at £4.99 from 2 October to 22 October and that it believed that customers thought that was the genuine price for the product.

But the ASA said while the beer had been on sale at £4.99 for those 21 days, it had been available for £4 for at least two months prior to that, and as a result it was reasonable to assume that £4 was the normal selling price for the product.

The ASA warned the supermarket giant that the ad must not appear again in its current form and that it must ensure prices used as the basis of savings claims reflect "the normal selling price for the product" and "not to imply that a product would revert to a higher price if that was not the case".

In response to the decision, Which? executive director, Richard Lloyd, said: "Special offers should be special. We've found dodgy deals across the aisles, with prices yo-yoing between multibuys and discounts so that it is almost impossible to know the actual price."

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