Morrisons looks set to join Sainsbury’s in complaining to the Advertising Standards Authority (ASA) about Tesco’s Price Promise initiative.
According to the UK’s fourth largest supermarket, the scheme is misleading shoppers by wrongly leaving out some Morrisons products in the price calculator used to compare the costs of various groceries.
Morrisons claimed it has checked the price comparisons and found Tesco is unable to make a proper judgement in many cases as it lists some Morrisons prices as ‘not available’.
Crawford Davidson, customer director at Morrisons, said the food and drink giant is complaining because it believes Tesco’s Price Promise provides a false assurance that it will compensate customers when Morrisons is cheaper, “which it mostly is”.
He added: “If Tesco can’t accurately collect prices of its rivals and make trustworthy comparisons, then it should not be making this so-called promise.”
Products that were missing from Tesco’s Price Promise calculations most frequently were Morrison’s own-brand fresh goods.
This comes after the ASA told the Drum that Sainsburys has also lodged a complaint about a regional press ad for Tesco’s promise and it is already being investigated.
