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Co-op's Price Match Misleading, ASA Rules Against Ad Claims

2/4/2026

Summary

Story summary

The Advertising Standards Authority ruled that The Co-operative Group (Co-op)'s price-match scheme with Aldi was misleading.
Aldi complained that Co-op compared dissimilar products in its advertisements, such as Linguini Pasta vs Cucina Spaghetti.
The ASA noted discrepancies in the matches and emphasized that consumers expect price matches to be based on identical products.
Co-op defended its comparisons, stating that the farmhouse style of bread mattered more than the wholemeal aspect.

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Story summary

The Advertising Standards Authority ruled that The Co-operative Group (Co-op)'s price-match scheme with Aldi was misleading.
Aldi complained that Co-op compared dissimilar products in its advertisements, such as Linguini Pasta vs Cucina Spaghetti.
The ASA noted discrepancies in the matches and emphasized that consumers expect price matches to be based on identical products.
Co-op defended its comparisons, stating that the farmhouse style of bread mattered more than the wholemeal aspect.