The Advertising Standards Authority has ruled that Co-op misled shoppers by comparing some products with dissimilar Aldi alternatives in its price match scheme, forcing the convenience retailer to overhaul how it advertises the programme.

The watchdog upheld one of three complaints brought by Aldi against an advertisement on Co-op's website in August 2025. The banner claimed "everyday essentials, price matched to Aldi" alongside images of groceries including tinned tomatoes, milk and bread. Smaller text stated Co-op matched "certain products against comparable products available at Aldi", but the ASA found this wording too ambiguous and insufficiently prominent.

The regulator identified several problematic matches where Co-op selected different products despite closer alternatives being available at Aldi. Co-op's Wholemeal Farmhouse Loaf was compared with Aldi's White Farmhouse Loaf, even though Aldi stocked a wholemeal loaf. The ASA said shoppers would view flour type as a primary characteristic given the different composition and nutrition profiles.

Co-op also matched its Fusilli Pasta Twists 500g with Aldi's Penne Pasta 500g, arguing that Aldi only sold fusilli in a 1kg pack. The watchdog rejected this reasoning, noting that dried pasta's non-perishable nature meant consumers would accept a larger pack substitution.

Other questionable matches included Co-op's Low Calorie Bitter Lemon, Ginger Ale and Soda Water each being compared with Aldi's tonic water. The ASA said these drinks differed in flavour and intended use, making them unsuitable comparisons.

Co-op defended its approach by citing research on customer purchasing behaviour. The retailer said it analysed member baskets over 52-week periods to identify substitutable products. "We wanted our members to be able to take advantage of the price match on both variants of a farmhouse loaf," a spokesman said.

The ASA dismissed Aldi's other two complaints. It ruled that shoppers would understand "everyday essentials" to mean commonly bought groceries rather than Co-op's entire range, and found that three disputed banner items were correctly included in the scheme.

Reena Sewraz from Which? told The Independent the ruling highlighted why price match claims warrant scrutiny. A Co-op spokesman said the retailer has updated its terms and conditions online. An Aldi spokesman said customers deserved clear pricing information, adding that the discounter had been named Which? Cheapest Supermarket for January 2026.

The ASA ordered that the advertisement must not appear again in its current form and told Co-op to ensure future comparable product selections do not mislead.

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