SIZE DOESN’T MATTER IN SUPERMARKET ADS

The European Court of Justice was asked to take on a case involving French chains Carrefour and Intermarché after the latter had complained that its rival was comparing prices from different-sized stores in its TV ads, and claiming they were lower for 500 products.

Carrefour’s items, however, were from hypermarkets, whereas Intermarché’s were from smaller stores that couldn’t offer big discounts.

The EU court concluded that size doesn’t matter, meaning that retailers can compare prices from different-sized outlets, provided information about relative size is clearly shown in the ads.