Aldi's 'cheapest Christmas dinner' advert misled shoppers, says watchdog

Aldi's claim it was the 'home of Britain's cheapest Christmas dinner' was found to be misleading after rival supermarket Sainsbury's reported it to the advertising watchdog. It claimed consumer group Which? had found Aldi's Christmas dinner came in at over 20% cheaper than what was on offer at Sainsbury's. The four-page wrap-around newspaper ad, published on 6 December, also read 'Sainsbury's £44.81', 'Aldi £33.

'While Aldi was technically the cheapest, this was by a negligible amount, and we considered that it was information that was likely to influence consumers' understanding of the claim and any transactional decision they might make because of it, since their choice of which supermarket to visit would also be impacted by other factors such as their relative distances or transport costs. 'We therefore considered the ad was misleading about the basis of the comparison in those regards.

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