Wal-Mart ads are misleading, watchdog group says

03/31/2008 | NYTimes.com

TV ads, which a watchdog group says appear to suggest that the average family who shops at Wal-Mart reaps a savings of $2,500 a year more than patrons of other large stores, are misleading and should be altered or taken off the air, the Council of Better Business Bureaus' National Advertising Division said. The group notes that the $2,500 figure, which came from a Wal-Mart-commissioned study, merely represents the retail firm's overall impact on American households, not the average savings of the retailers' customers. However, Wal-Mart said the group's characterization of the ads "was not the intended message, nor was it a reasonable interpretation."

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