(April 1, 10:55 a.m.) The National Advertising Division of the Council of Better Business Bureaus has recommended that Wal-Mart Stores Inc., Bentonville, Ark., modify or drop its claim that consumers can save $2,500 a year by shopping there.

Ironically, the watchdog group said it substantiated Wal-Mart’s express claim that it saves the average family $2,500 annually, but it said those savings were based on the overall effect the chain has on retail prices. NAD rejected the implied claim that consumers who shop at Wal-Mart save $2,500 more than those who shop at other stores.

NAD said in a news release that it had recommended that Wal-Mart either stop using the claim in its television, Internet and print advertising or modify the claim to reflect the fact that savings are based on the retailer’s effect on the economy.

Wal-Mart spokeswoman Linda Brown Blakley told The Associated Press that the company was surprised by NAD’s interpretation of an implied claim, but she said Wal-Mart would consider the recommendation in future advertising, “ensuring that the positive impact we have for all American families is even more explicit,” according to the AP.