ASAI’s slap on the wrist for Lidl
The Advertising Standards Authority has upheld a complaint against Lidl over its misleading use of the word "fresh" in a range of fish products from varying sources.
Print22 February 2017
Grocery giant Lidl was on the receiving end of criticism from the Advertising Standards Authority this week, as it published its regular list of rulings on complaints.
The advert in question was for Lidl’s own-brand InisMara, which was marketed as “fresh hake fillets”, “fresh cod fillets” “fresh breaded cod fillets”, etc.
The complaint to ASAI stated that the Hake advertised was sourced in Namibia, while the Cod was from the Barents Sea north of Scandinavia. The fish was frozen at sea and subsequently defrosted, which the complainants states and the ASAI upheld, disqualified it from using the word “fresh” as a superlative.
After the complaint was investigated, the advertisers stated that their use of the was “fresh” was – to their knowledge – acceptable, and that upon hearing of the complaint they had taken the neccesary steps to remove it from the products in question.
The complaint was upheld by the ASAI, which deemed that no further action would be neccesary.
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