Tesco Criticised For Using False Figures To Gain New Store Support

Wed, 26 Aug 2009
 
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Tesco has been slammed for using misleading figures as part of a local marketing campaign aimed at gaining public support for the opening of a new store.

The supermarket giant sent leaflets to residents of Manningtree, Essex, claiming its research showed there was a need and demand for the proposed Tesco store .

However, the Advertising Standards Authority (ASA) has banned the retailer from carrying on with its mailshot distribution after discovering that the actual figures from the telephone survey revealed that only 8.6 per cent of the 440 residents polled wanted a new supermarket in the area.

The ASA said: "We considered Tesco had failed to substantiate that there was a need and demand for a new food store to serve the Manningtree/Lawford and Mistley area and concluded that the claim was misleading."

Tesco was also criticised for running an advertising campaign offering triple credit on mobile phone top-ups.

The ASA said the Tesco Mobile ads did not make it clear that existing customers would have to change their mobile phone tariff to be eligible for the offer.

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