Aldi has won a court case against Dunnes Stores over 'misleading' claims made in the latter's advertising.
Aldi took the case against Dunnes after the latter claimed to be offering lower prices on particular items, using comparative pricing between itself and Aldi as part of the campaign.
14 of the 15 items included in this comparative pricing were later found to be inaccurate, prompting Aldi to take the case against Dunnes in the Commercial Division of the High Court.
In a statement, Aldi said that it was 'pleased with today’s ruling which further underscores customers’ entitlement to clear, transparent and accurate information in comparative advertising to help them make properly informed decisions about what they buy'.
The retailer said that the judgement 'confirms all of Aldi’s complaints in this case including that the “calculated, and protracted nationwide” misleading comparative advertising campaign would be likely to cause consumers to make decisions they would not otherwise make'.
Commenting on the case, Aldi’s Group Buying Director, Finbar McCarthy said, “The grocery retail market is highly competitive, and in order to find the best value consumers must have confidence that the advertising information with which they are being presented is transparent, accurate and true. Today’s ruling benefits consumers, clarifying their protection under the law”.
© 2015 - Checkout Magazine by Stephen Wynne-Jones
