WASHINGTON, DC: An anti-Wal-Mart television ad campaign, costing more than $1 million (€744k; £505k), is trying to persuade US consumers that the world's biggest retailer does not deserve their custom.

WakeUpWalMart.com, formed two years ago by Washington, DC-headquartered United Food and Commercial Workers Union, says the first of the commercials attacks the company's business links with China.

It is aimed at Wal-Mart's core customers - Southerners and conservative Republicans - telling them the retailer's purchase of Chinese products is leading to job losses in the US.

Wal-Mart, whose labor practices have raised eyebrows for many years, is answering its critics with its own ad campaign that highlights its economic impact, employee relations and customer savings.

Data sourced from Wall Street Journal Online; additional content by WARC staff