Asda has been told by the Advertising Standards Authority (ASA) that it must withdraw a price comparison promotion because claims made in it are “unsubstantiated”.
The decision follows a complaint made by the watchdog by Tesco, after Asda claimed 2,916 items were cheaper in stores, compared with 962 products that were less expensive in Tesco (based on mySupermarket.co.uk figures).
Earlier, Tesco suggested that the studied figures were false because they were not relevant for an entire week.
And the ASA said that because till receipts were not available from either of the organisations, there was no proof to merit the assertions from Asda.
Tesco was last month itself hit with an advert ban, after claiming that a trolley full of goods was cheaper than at rivals Asda and Morrisons.
