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| Tesco rapped over 'local' advert | Tesco rapped over 'local' advert |
| (about 2 hours later) | |
| An advert claiming food sold at the Tesco store in Bangor in Gwynedd was 'local' has been criticised by the Advertising Standards Authority (ASA). | An advert claiming food sold at the Tesco store in Bangor in Gwynedd was 'local' has been criticised by the Advertising Standards Authority (ASA). |
| Tesco claimed the in-store advert was correct because all the "local" food it promoted was from Wales. | Tesco claimed the in-store advert was correct because all the "local" food it promoted was from Wales. |
| But the ASA upheld a complaint from a customer that "local" should only mean food sourced from the immediate area. | But the ASA upheld a complaint from a customer that "local" should only mean food sourced from the immediate area. |
| Tesco said it had produced the advert in "good faith" and it will continue to support Welsh produce. | |
| But a local councillor said the advert showed an old-fashioned view of Wales as a region and not a country. | |
| "Local to me would be Gwynedd, Anglesey and maybe part of Conwy not south Wales," said John Wyn Williams, welcoming the ASA's decision. | "Local to me would be Gwynedd, Anglesey and maybe part of Conwy not south Wales," said John Wyn Williams, welcoming the ASA's decision. |
| If I read that produce was local in a store on Anglesey then I'd expect it to be produced on Anglesey Tom Barlow | |
| "They wouldn't advertise food being sold in London as local if it was produced in Manchester." | "They wouldn't advertise food being sold in London as local if it was produced in Manchester." |
| Surveys among customers in Bangor showed local sourcing was important to them, the store said. | Surveys among customers in Bangor showed local sourcing was important to them, the store said. |
| Tesco said they also commissioned a national survey to understand how consumers interpreted the word "local". | Tesco said they also commissioned a national survey to understand how consumers interpreted the word "local". |
| The store told the ASA that 10% of consumers surveyed were Welsh and most of them interpreted "local" to refer to their country or region. | The store told the ASA that 10% of consumers surveyed were Welsh and most of them interpreted "local" to refer to their country or region. |
| It also confirmed that all products featured in the advert were sourced from Welsh suppliers and told the ASA it had no plans to use the advert again again. | It also confirmed that all products featured in the advert were sourced from Welsh suppliers and told the ASA it had no plans to use the advert again again. |
| Local producers | |
| However, the explanation did not satisfy the ASA which decided people reading the advert were likely to interpret "local" as referring to their immediate surrounding region. | However, the explanation did not satisfy the ASA which decided people reading the advert were likely to interpret "local" as referring to their immediate surrounding region. |
| "Because the products referred to in the ad were not specifically local to Bangor, we concluded that the ad was likely to mislead readers," the ASA said. | "Because the products referred to in the ad were not specifically local to Bangor, we concluded that the ad was likely to mislead readers," the ASA said. |
| Tom Barlow from the Padrig Vineyard on Anglesey also said the advert was "misleading". | |
| "I think this sort of thing is unfair to local producers. | |
| "If I read that produce was local in a store on Anglesey then I'd expect it to be produced on Anglesey," he said. |