Vomar was 'the cheapest' twice in three weeks — the RCC called both ads misleading

Around Easter 2026, supermarket chain Vomar advertised: 'The cheapest eggs are at Vomar', backing the slogan with excerpts from the Algemeen Dagblad and Hart van Nederland. The quotes were cut and pasted — the original reports said Aldi, Dirk, Lidl and Nettorama charged the same prices. On 19 May 2026 the Advertising Code Committee ruled the ad misleading: 'cheapest' tells consumers the price is lower than everyone else's, and withholding the competitors was a misleading omission. Vomar's defence — the quotes were technically accurate and consumers could look up the articles — was rejected.

Three weeks later Vomar was back before the committee, this time over a spring flyer calling its asparagus 'nowhere cheaper' — without any conditions. The Consumentenbond showed that rival Dirk sold Dutch white asparagus of the same quality for less. Vomar's defence shifted: first the asparagus wasn't comparable, then Dirk did not sell Dutch white asparagus at all. The RCC chairman found the evidence sufficient and on 9 June 2026 ruled the claim unfair.

Two upheld complaints in three weeks, both brought by the Consumentenbond, both ending in a recommendation to stop advertising this way. The thread running through them: absolute price claims are measured against the whole market, not against a carefully edited excerpt of it.