Watchdog bans Morrisons ads over misleading claim

Supermarket Morrisons has been banned from airing its television ads featuring Denise Van Outen (pictured) using the current voice-over following complaints by rival supermarkets that the campaign contains misleading claims.

The Advertising Standards Authority has upheld the complaints from the Co-op, Asda and Waitrose that Morrisons’ claim it was the only major supermarket to source and pack fruit and vegetables from British farms was misleading.

The watchdog ruled the claim was misleading because supermarkets such as the Co-op dealt with some produce in the same way. Although it understood Morrisons only included itself, Asda, Sainsbury’s and Tesco in its definition of “major” supermarket, the ASA ruled it should have made this distinction clear.

It also ruled the ad misleadingly implied that all fresh fruit and vegetables sold by Morrisons was sourced, selected and packed by the supermarket, when this only applied to 85% of its produce.

Complaints from Asda and Waitrose about implications that all featured produce was freshly picked and that Morrisons was the only supermarket to stock British beef, lamb and pork were not upheld.

In a statement Morrisons says the “most important” complaints about the advertisement that “all fresh fruit and veg used in the ad is freshly picked” and that it is “the only major supermarket to sell 100% fresh British pork, lamb and beef” had been “thrown out”.”

It added it is “considering whether to appeal” the rulings made against the ad.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here