Aldi welcomes High Court ruling

Aldi has reached a milestone in its Irish operation, claiming 10.9% of the supermarket share
Aldi has reached a milestone in its Irish operation, claiming 10.9% of the supermarket share

The High Court has ruled in favour of Aldi in its action against Dunnes Stores over a price comparison campaign the discount retailer said was misleading to customers.

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9 June 2015 | 0

Dunnes Stores was found guilty in the High Court of engaging in misleading commercial practices when comparing its own-brand prices with Aldi products, an action which the Court said was likely to deceive customers.

Aldi welcomed the ruling, describing it as “in favour of clear, transparent and accurate information in comparative advertising, which allows customers to make informed decisions about what they buy.”

Aldi took action in response to Dunnes’ advertising campaign when the company received no response to complaints made in writing to Dunnes against the campaign and other similar campaigns over a two-year period. In a statement, the company said it had no alternative but to issue proceedings for trade mark infringement in the Commercial Division of the High Court.

“The grocery retail market is highly competitive,” said Finbar McCarthy, Aldi’s Group Buying Director, “and in order to find the best value consumers must have confidence that the advertising information with which they are being presented is transparent, accurate and true.

In its statement, Aldi confirmed that it is fully in favour of comparative advertising, but any such campaigns must be lawful and not misleading to customers. “Today’s ruling benefits consumers, clarifying their protection under the law,” Mr. McCarthy added.

 

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