ASA Adjudication on Tesco Stores Ltd

Ad

A TV ad, for Tesco Green Clubcard, featured a number of celebrities taking their shopping home in a variety of different objects associated with them, such as a golf cart, a magician's hat, a suitcase and wheelbarrow. The voiceover said "Carrier bags. We all know we're using too many. So from now on at Tesco, you'll be rewarded with Green Clubcard points for not using new ones. You can use whatever you want instead. We're not fussed. Why not dig out an old carrier bag? Or maybe, try a Bag for Life? Earn more points when you use less bags at Tesco." Onscreen text said "Excludes Tesco.com shopping and self-scan tills. See in-store for details. UK and NI only".

Issue

Seven viewers complained that the ad was misleading because they believed Green Clubcard points were only awarded to customers who re-used Tesco carrier bags.  Two viewers said they used a shopping trolley, one used a crate and bags from other supermarkets, and another viewer used a cardboard box.  Each viewer had been told they were not eligible for Green Clubcard points.

BCAP TV Code

Response

Tesco explained that the Green Clubcard Points scheme was intended to reduce the number of new carrier bags used by their customers.  They said customers could use any alternative to new Tesco carrier bags to transport their shopping, including bags from other retailers, in order to receive points. They apologised if the complainants were told otherwise.

They said that, before the scheme began, they wrote to all staff explaining how the scheme would work; store managers were sent a briefing pack, all checkout staff were given training on the scheme and how to apply points, and a quick reference and refresher guide for staff working on the shop floor was also available at the checkouts.  Tesco said that posters and hanging board displays in store were visible both to staff and customers. They said all the information available to staff, and the in-store displays, explained clearly that any retailer's carrier bag or any other alternative could be used in order to earn points.  They said one point was awarded for each carrier bag re-used and points for other forms of transporting shopping were worked out by comparing how many carrier bags would have been used.  Tesco said their staff had reported seeing customers using crates, wheeled shopper bags and designer bags to take shopping away and 25 million Green Clubcard points had been awarded within the first few weeks of the scheme launch.

The Broadcast Advertising Clearance Centre (BACC) said they had been assured that any receptacle or re-used carrier bags would be honoured and that all Tesco stores had been well informed about the scheme.

Assessment

Not upheld

The ASA noted any alternative to using a new Tesco carrier bag, including other retailers' bags, would earn customers Green Clubcard points. We also acknowledged that Tesco had taken a number of measures to explain to their staff how the scheme worked.  We concluded that, although it was unfortunate that some staff had misinformed a small number of customers, the ad itself had not been misleading.

We investigated the ad under CAP (Broadcast) TV Advertising Standards Code rules 5.1 (Misleading advertising), 5.2.2 (Implications) and 5.2.3 (Qualifications) but did not find it in breach.  

Action

No further action necessary.