Retail Intelligence

RGDATA: Lidl Campaign 'In Breach Of Industry Code'

By Steve Wynne-Jones
RGDATA: Lidl Campaign 'In Breach Of Industry Code'

RGDATA has written to the Competition and Consumer Protection Commission to express its concern that a current campaign running for Lidl Ireland is 'in violation of the Consumer Protection Act, which outlaws misleading advertising'.

In the letter, RGDATA describes the 'Full Shop' campaign, which states that a 'full shop' in Lidl is up to 'half the price' of the same grocery shop in other outlets, as 'seriously misleading', adding that it 'should be withdrawn immediately'.

In its letter, RGDATA says that the comparison made by Lidl is 'not like for like, as the products compared are not the same. The products identified as coming from Lidl are own brand products, whereas the products identified as coming from other shops are premium branded products'.

It adds, 'Any shopper seeking to purchase the "higher priced" branded products at a lower price in Lidl would not be able to do so, as Lidl do not stock these products. Accordingly, like for like comparison purchases are not possible in a Lidl store'.

A spokesperson for Lidl defended the campaign, telling Checkout that the retailer "clearly outline(s) on our website the methods and ways by which we substantiate this campaign."


RGDATA also wrote to the Advertising Standards Authority of Ireland to state that the retailer's claims are 'in breach of the Code of Standards for Advertising'.

It said that it believed 'consumers would be misled by the main messages of the campaign'.

© 2016 - Checkout Magazine by Stephen Wynne-Jones

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