ASA Finds Product Comparison Site In Breach Of CAP Code

The ASA recently ruled that Pets Corner misled consumers by presenting its Pet Food Expert website as "100% unbiased", without making sufficiently clear that the site was owned by a pet food retailer with commercial interests in the products compared.

Pet Food Expert described itself as a fact‑based, independent resource helping consumers choose pet food. The site compared products, awarded ingredient scores and included "Shop Product" buttons linking users to purchase options. However, it only disclosed the fact that Pets Corner owned it in the FAQ and "About" pages.

A competitor challenged whether the site's independence claims were misleading. 

The ASA's findings

The ASA found that the website was directly connected with the supply or transfer of goods, and its content did not constitute natural listings on a price comparison site. The website was therefore a marketing communication. Because it was owned by a retailer with an interest in featured products and linked directly to