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.