Regulator rules Lidl’s savings claims in ads misleading

The RRP and savings claims made by Lidl in several ads were misleading and unsubstantiated, the Advertising Standards Authority (ASA) has ruled.

Considering a complaint by rival discounter Aldi, the watchdog said Lidl’s response was insufficient to demonstrate that the products were generally sold at the RRPs claimed in the ads.

The compliant referred to two leaflets, a website and two national press ads for Lidl seen in April and May, featuring a number of recommended retail price (RRP) claims.

These include Nescafe Dolce Gusto Infinissima with a price of £34.99 and an RRP of £99.99, Kenwood Electric Juicer with a price of £14.99 and an RRP of £32.99, SONY DAB+ Radio with a price of £49.99 and an RRP of £60.00, Skullcandy Uproar Wireless On-Ear Headphones with a price of £19.99 and an RRP of £44.99, Salter Toastie Maker with a price of £14.99 and an RRP of £49.99, Black and Decker Cordless 18v 25cm Strimmer with a price of £69.99 and an RRP of £99.99 and Black and Decker Cordless 45cm Hedge Trimmer with a price of £69.99 and an RRP of £99.99.

Lidl contended that the RRPs were based on information provided by manufacturers.

However, the ASA noted that consumers would understand the RRP claims in the ads to be the price recommended by the manufacturer and at which retailers generally sold the goods across the market. It added that the examples submitted by Lidl didn’t prove the latter was the case.

“We told Lidl Great Britain Ltd to ensure that that future references to RRPs reflected the price at which the products concerned were generally sold. We also told them to ensure that they held adequate evidence to substantiate their savings claim,” the ASA said.