Sainsbury’s rapped again as ‘Live Well For Less’ ad banned

Sainsbury’s has taken another hit as one of its ads containing the ‘Live Well for Less’ marketing message was banned by the advertising regulator for ‘misleading’ customers.

Sainsburys-Logo-2013_460

The Advertising Standards Authority upheld three complaints that on-screen text qualifying the marketing claim was not presented clearly enough. The ASA has advised Sainsbury’s to ensure future qualifications are readable so that ads do not mislead consumers.

The Live Well for Less message is a central tenet of Sainsbury’s marketing strategy which, along with its Brand Match service, is aimed at changing customer perceptions that it is more expensive than its competitors. It has already had two ads for Brand Match banned, both for misleading customers over price comparisons with rivals.

Viewers challenged the ads over the legibility of on-screen text which appeared at the foot of the ad and read “You can Live Well for Less than you thought at Sainsbury’s. Based on price perception data August 2013” before directing people to its website for further information.

In defence, Sainsbury’s said the on-screen text adhered to industry standards, as did the amount of time the text appeared on the screen. It also said the font used was simple and appeared in white on a black background to make it “even more legible” and that the text was a one off and would not be repeated.

However, the ASA ruled that the letters were narrow and the text condensed, meaning people wouldn’t be able to read the message without seeing it on more than one occasion.

Sainsbury’s is currently embroiled in an argument with Tesco over the veracity of its price comparison service. Sainsbury’s originally complained to the ASA that Tesco’s “Price Promise” scheme is not a “fair deal” and won the right to a judicial review after the ad regulator rejected its complaint.

It has since run an ad campaign highlighting the “values” of its Brand Match scheme.

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