<P> In December 2007, Asda, Sainsbury's and other retailers and dairy firms admitted to the price fixing of dairy products between 2002 and 2003 . The price fixing operation was calculated to have cost consumers around £ 270 million . </P> <P> Asda commented, "Everyone at Asda regrets what happened, particularly as we are passionate about lowering prices . Our intention was to provide more money for dairy farmers, who were under severe financial pressure at the time ." In total, Asda was fined £ 18.21 million by the Office of Fair Trading for its part in the cartel . </P> <P> In 2010, a national press ad for Asda on a double - page spread was headed "The big Asda Rollback" with headings stating "Lower prices on everything you buy, week in week out" with equal prominence to a column headed "Lower prices than any other supermarket"; that the arrows underneath the heading "Lower prices than any other supermarket" compared prices at Asda with prices at Sainsbury's, Tesco and Morrisons . The ASA ruled that in the context in which it appeared, it was ambiguous in that it could be interpreted either as referring to price reductions that had taken place within Asda or to price comparisons with the named competitors . In addition, because the ad did not explain that the price reductions had not necessarily taken place in the week that immediately preceded the ad, they concluded that the headings which stated the number of price reductions that had taken place in each product category were misleading . The ASA also concluded that the "Lower prices than any other supermarket" claim in the advert was misleading . </P> <P> The ASA disagreed, and referred to the claim "Everything is at least half price!" was likely to imply to viewers that all toys were included in the sale . As all toys were not included in the sale, and in the absence of a qualifying statement, the ad was misleading . </P>

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