SUPERMARKET chain Morrisons will be pulled up by the advertising watchdog today for claiming that it price-matched its budget competitors.

The company’s TV advertising campaign starring Ant and Dec claimed that a comparable grocery shop at Morrisons would be cheaper than all its major rivals or shoppers would be reimbursed the difference.

Aldi lodged numerous complaints with the Advertising Standard Authority, saying that the advert would mislead shoppers and that a true comparison of products could not be achieved.

The authority will tell Morrisons today not to repeat the ads “until it had provided consumers and competitors with a sufficient method to verify … the price-match scheme.”

The watchdog also called on the supermarket to make its methodology clearly accessible on its website.

Aldi joint managing director for buying Tony Baines welcomed the authority’s decision.

“This supports our view that these adverts did not provide consumers with sufficient price comparison data to enable them to make an informed choice,” he said.

Morrisons pointed out that the ads have not run for many months as the period of the campaign has finished.