ASA hits Tesco with "unfair" advert rap

Complaints were made to the ASA following the advertisements that included the line "why pay more at Asda?"

The concerns were raised on the basis that Tesco had included promotional items in the trolley pictured, while the comparative goods were not on offer.

And while Tesco said that it made clear in the promotion that this was the case, the ASA ruled such a strapline was misleading and might imply the retailer was cheaper generally than its competitors.

"In view of that likely interpretation, we considered that the comparisons should include a fair and representative selection of goods," the regulator said.

By incorporating its own savings deals into the price comparison meant the advert was not "representative" of the overall shopping picture at the retailer, it added.

Two television adverts have now been banned by the ASA, and must not be shown in their current form again. They suggested that the trolley of groceries would set consumers back £49.59 at Tesco and £76 at Asda.