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Tesco slammed for horse meat ad

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By Joe Whitworth+

04-Sep-2013

Tesco has been slammed by the UK’s advertising watchdog for suggesting that the horse meat scandal affected the whole food industry.

The Advertising Standards Agency (ASA) said it noted Tesco’s opinion that the ad would only refer to their issues but the statement “It’s about the whole food industry” would lead consumers to believe it involved all food retailers and suppliers.

The ad was entitled "What burgers have taught us" and stated: "The problem we've had with some of our meat lately is about more than burgers and bolognese. It's about some of the ways we get meat to your dinner table. It's about the whole food industry. 

“And it has made us realise, we really do need to make it better. We've been working on it, but we need to keep going, go further, move quicker. We know that our supply chain is too complicated. So we're making it simpler ... Seriously. This is it. We are changing,” the ad continued.

Serious issue and listening to customers

Tesco said the two-page national press ad was published to show it was taking the horse meat issue seriously and to demonstrate it was listening to customers.

The supermarket chain said the ad focused solely on them, which is how the average consumer would interpret it, with wording such as "The problem we've had", "our meat" and "the ways we get meat to your dinner table".

Tesco submitted an opinion from an expert who said that the problem alluded to in the ad could and did affect the whole food industry, and was not limited to one particular sector.

However, one complaint from an independent butcher, said that the ad was misleading because it implied there were issues with meat standards across the whole food industry and it unfairly denigrated food suppliers who had not been implicated in the supply of mislabelled meat products.

Misleading in ASA view

ASA said that because the ad implied that retailers and suppliers were likely to have sold products contaminated with horse meat, and because relatively few instances of contamination had been identified at the time, it concluded the ad was misleading.

We considered that despite the use of words such as "we" and "our" in the preceding sentences, the ad made a definitive statement, "It's about the whole food industry",” said the ASA ruling.

“We considered that the omission of "we" or "our" from that sentence made it stand out from the surrounding text and informed readers' understanding of the rest of the ad.

“Therefore, we concluded consumers would understand the ad referenced all food retailers and suppliers, rather than Tesco alone.”

However, the body said it did not question the integrity of other companies because it did not name particular suppliers so dismissed the second complaint.

“We are disappointed with this decision, but accept that the ASA has taken a very literal view of the wording in the advert,” said Tesco in a statement.  

“We think our customers understood that our aim with the advert was to set out the action we had taken in relation to the horsemeat crisis and to acknowledge the fact the issue had serious consequences not just for Tesco, but for the whole of the food industry.”

1 comment (Comments are now closed)

TESCO AND HORSEMEAT

It is only right that the ASA has reprimanded Tesco for its ad ‘apologising’ about the horsemeat scandal. It was wrong of Tesco to attempt, through its communications to customers, to shift the blame onto the industry as a whole. Tesco, and many others, let down their customers and they should acknowledge these errors. Tesco needed to show humility and ensure that following the crisis, its communications made customers feel that it truly wanted to rectify the situation.

Without doubt the crisis was hugely serious, but what brands often forget is that these situations can actually, if handled correctly, offer an opportunity to regain faith and confidence from customers. Tesco could have done this, and positioned itself above all the other competitors affected by the issue; all they had to do was to show a little compassion. By doing this, customers would have understood the Supermarket’s desire to make amends.

David Pickering, Chairman, Eclipse Marketing

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Posted by David Pickering
05 September 2013 | 13h13