Morrisons pulls sustainable fish ad

A Morrisons television campaign has been taken off the air after rival Sainsbury’s complained that claims made in the ad about the sustainable sourcing of fish could not be substantiated.

Morrisons television campaign
Morrisons television campaign

The ad, created by Delaney Lund Knox Warren (DLKW), shows actor Robert Lindsay pushing a shopping trolley along a river.

Lindsay asks: “Does it have to cost a fortune every time you want some fresh fish? I just want a decent choice from a sustainable source?”

Sainsbury’s and four members of the public complained to the Advertising Standards Authority (ASA) that the comment about sustainable sourcing could not be substantiated.

Three of the complainants said the ad misleadingly implied that the cod was sourced sustainably.

A spokesman from the ASA says the case was “informally resolved” and Morrisons agreed to not show the ad again in its current form.

A spokewoman for Morrisons says it agreed to pull the ad until it can prove its claims, adding “which on the basis of our evidence we are confident will be achieved soon”.

“We stand by our claim that we offer a great value range of sustainable fresh fish,” it says.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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