News Real Bread Campaign

Asda withdraws ad claims after Real Bread Campaign complaint

Supermarket promises not to make certain misleading claims in future.

From the withdrawn ad campaign. Copyright: Asda. Fair usage.

From the withdrawn ad campaign. Copyright: Asda. Fair usage.

In response to a complaint by the Real Bread Campaign, on 7 February 2024 the Advertising Standards Authority (ASA) published notice that the Asda ad case had been 'informally resolved'.

While the ASA did not publish details of the case on its website, the ad watchdog advised the Real Bread Campaign:  “[Asda] have given us their assurance that the investigated claims have been removed and that they will not use claims in future that imply their products are baked in-store using flour sourced locally to each store it is sold in if that is not the case. They will also not make misleading heritage claims about their products if that heritage is actually of the supplier of the product. We consider that this will resolve the complaint without referring the matter to the ASA Council, and will consequently be closing our file.”

The ASA went on to say: “Because Asda has already assured us that the advertising you complained about has been withdrawn, we consider there is little to be gained from continuing with a formal investigation, which would achieve that same outcome.”

Real Bread Campaign co-ordinator Chris Young said: “We welcome this result and hope it dissuades Asda and other companies from making misleading claims in the future. It is, however, frustrating that millions of people were exposed to these ads for so long while our complaint was being investigated by Asda and then the ASA."

Young concluded: "Few Asda customers will ever know the details or outcome of this case and many may well continue believing the claims and making buying choices influenced by them.”

See also

Loaf fabricators challenge ‘all flour must be wholemeal’ law

Published Wednesday 7 February 2024

Real Bread Campaign: The Real Bread Campaign finds and shares ways to make bread better for us, better for our communities and better for the planet. Whether your interest is local food, community-focussed small enterprises, honest labelling, therapeutic baking, or simply tasty toast, everyone is invited to become a Campaign supporter.

Latest related news

Support our charity

Your donation will help support the spread of baking skills and access to real bread.


The Green House
244-254 Cambridge Heath Road
London E2 9DA

020 3559 6777

Sustain advocates food and agriculture policies and practices that enhance the health and welfare of people and animals, improve the working and living environment, promote equity and enrich society and culture.

© Sustain 2024
Registered charity (no. 1018643)
Data privacy & cookies