This is not the first time that the supermarket chain has been accused of false advertising. In 2012, Leclerc had already been convicted on appeal for misleading advertising.
E.Leclerc: products less expensive than its competitors?
The battle between E.Leclerc and pharmacists should be the subject of a new judicial component in the coming weeks. This time, 130 pharmacies members of the network Pharmacy universe threaten to take the large-scale distribution group to court for false advertising. A collective decision fueled by the recent announcement of the court of La Roche-sur-Yon (Vendée) which condemned at the beginning of March, for this same advertisement, the purchasing group of Leclerc centers to pay the sum of 10.000 euros for moral and image damage to a pharmacy in this network, as well as approximately 11.000 euros for the loss of potential customers.
The offending advertisement claimed that the drugstores in hypermarkets Leclerc offered products that were less expensive than their competitors and above all 32,5% less expensive than the pharmacies that were members of Univers Pharmacie. “It was impossible for us. We checked and we realized that 79% of the pharmacies taken into account were not part of our network ”, affirms to Figaro Daniel Buchinger, president of Univers Pharmacie, before adding that "Leclerc's price statement was based on promotional prices which were raised after the advertising campaign".
For several years, the Leclerc group has been trying to gain a foothold in the non-reimbursed drug market and thus attack the monopoly of pharmacies. The hypermarket brand highlights the reduction in prices that would result from an opening of the market. The pharmacies for their part fear risks to the health of patients.
These pharmacies resist by responding to legal attacks against the advertisements deemed denigrating from the large distribution group. Especially since the rules relating to pharmacies in terms of advertising are extremely restrictive. Leclerc does not seem to have said his last word, however, and should continue his offensives to put his business plan into action and finally manage to sell non-prescription drugs in his hypermarkets. What to expect for new quarrels between the two parties.