Leadfingers - I think you are giving the wrong impression. Direct quote from the end of the article -

An Asda spokeswoman said: "We are big supporters of the Help for Heroes campaign and we sell the pin badges and wrist band in hundreds of our stores. That's why we were shocked and surprised to hear of an incident involving one of our colleagues at the Rochdale store. We are not aware of any incident of this nature taking place. If it were to be found true we would take it very seriously indeed. That's why we'd like to take this opportunity to invite the customer back into the store if she'd like to discuss the details with the store manager. We can then look to investigate the matter."

So, in a nutshell, it is an alledged refusal, it needs further investigation and it appears to be a case of the press grabing headlines by age old method of sensationalism. Please don't follow suit!

Cheers

DeG