Tesco faces ad ban for misleading £5 promo

Tesco is facing possible censure for its £5 loyalty voucher promotion, introduced earlier this month in a bid to reverse a decline in sales.


The Advertising Standards Authority has received 11 complaints so far that the promotion is misleading and is assessing whether there are grounds to launch an investigation.

The supermarket ran the voucher promotion earlier this month following CEO Philip Clarke’s admission that it should not have pulled away from vouchers, as it reported disappointing sales figures in the last three months of the year.

The promotion offered a £5 voucher when you spend £40 and has attracted complaints that the in-store communications for the promotion do not make it clear that the £5 voucher can only be redeemed against a further £40 spend.

The promotion also elicited complaints on Marketing Week saying that “Tesco have got it wrong again”.

Comments also complain that the offer is misleading because customers have to spend £80 to claim the £5 off voucher and that the promotion promised a £5 voucher all week, but was only available for five days.

The promotion has also been criticised for devaluing the Clubcard loyalty scheme by rewarding non-cardholders and members alike.

A number of Tesco ads have been banned by the ASA in recent months, the latest in December over misleading claims about the freshness of lettuce made in advertising.

  • Tesco returns to vouchers after sales drop
    Wed, 18 Jan 2012
  • Tesco to build global F&F brand
    Tue, 17 Jan 2012
  • Tesco marketing isn’t making any waves
    Thu, 12 Jan 2012
  • Sainsbury’s ‘best ever’ Christmas boosted by marketing
    Wed, 11 Jan 2012
  • Tesco value perception falls dramatically

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 customerservices@marketingweek.com

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