Co-op has been forced to rip down a price-matching campaign after the ad watchdog ruled the retailer had failed to ensure fair comparisons between its products and those of rival Aldi.
The move was sparked by a complaint by the German discounter to Advertising Standards Authority regarding claims made on the Co-op website, which promised shoppers “Everyday essentials, price matched to Aldi,” and featured staples such as milk, eggs, and meat, specifically for Co-op members.
Aldi contested the campaign on three counts, arguing that the term “everyday essentials” was ambiguous, that some pictured items were not actually matched, and that the Co-op had failed to compare “appropriate” like-for-like products.
In its defence, Co-op stated it had used consumer research to identify staples and provided a hyperlinked spreadsheet for full transparency. It maintained that all items featured in its promotional banners were actively part of the price-match scheme.
And, the watchdog did agree on the first two complaints, dismissing Aldi’s claims and noting that consumers would understand “everyday essentials” as common household staples. However, it upheld the third, more serious allegation regarding the integrity of the comparisons.
In one instance, the Co-op admitted it had matched its wholemeal farmhouse loaf against an Aldi white farmhouse loaf because the discounter did not stock a wholemeal equivalent. The ASA found this breached rules on misleading advertising and comparative claims, stating that the products were not sufficiently comparable to justify the “price match” branding.
The regulator ruled that the CAP Code had been breached regarding substantiation and comparisons with identifiable competitors and banned the ad from appearing again.
An Aldi spokesperson welcomed the decision: “We believe customers deserve clear, honest information. Customers trust Aldi because we offer great value… that’s why we’ve been named Which? Cheapest Supermarket for January 2026.”
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