Lidl should not have poked fun at its competitors
The TV and radio spots of retailer Lidl comparing its own private label and “branded” foodstuffs are unethical, but the same campaign on billboards and in leaflets stayed on the right side of the Code of Ethics, ruled the Advertising Council’s Arbitration Committee. The comparison used by Lidl in the TV and radio spots was too subjective according to the Council. Lidl does not agree, but will adjust its spots accordingly.
