Wal-Mart Told to Clarify ‘Savings’ Claim
By MARCUS KABEL,
Posted: 2008-04-02 11:16:34
Wal-Mart Stores Inc. needs to change its advertising to avoid suggesting its shoppers save an annual $2,500 per family, the advertising industry’s self-regulatory body said in a report Monday.
But the report accepted Wal-Mart ‘s claim that its efficiency and size drive down consumer prices across the entire economy, generating that $2,500 savings regardless of where consumers shop.
The National Advertising Division of the Council of Better Business Bureaus singled out what it called implied claims in the retailer’s ads that consumers who shop at Wal-Mart can realize that savings while people who shop elsewhere do not.
Bentonville, Ark.-based Wal-Mart said in response it never meant to imply the savings were only for its shoppers.
(Sure it didn’t…)