A Co-op advertisement promoting its price-match scheme with Aldi has been deemed misleading by the Advertising Standards ...

The watchdog accepted that Co-op had price-matched a range of staple items, but found some products were compared with different Aldi lines rather than identical ones ...

Aldi issued the Advertising Standards Authority with a lift of 45 items it believed were not suitable for comparison.

Certain products were compared with a less similar alternative despite a nearer match being sold by Aldi ...

The Advertising Standards Authority ruled Co-op's advertising had been misleading ...

Co-op stated that all of the products featured in the banner at the top of the Aldi price match landing page were priced matched to the retailer. It added that if any of the items were removed from ...