The U.K.'s Advertising Standards Authority has a problem with recent ads from mega-retailer Tesco, which claim lower basket prices than competitor Asda.
Retail Week reports that the ASA has ruled the ads misleading, saying they are not based on "like-for-like" product comparisons.
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A spokesman for Tesco said: "The ASA agreed with us that the term 'Britain's Biggest Discounter' was open to a wide variety of interpretations and they acknowledged that Tesco could substantiate the claim in many different ways including by selling more cheap products than anybody else and giving the most amount of money back to consumers through discounts and promotions. "The important thing for us is what our customers think and they have voted with their feet. Since we launched our discounter ranges more than 30% of our customers are now buying the products and according to independent industry figures fewer customers are turning to Aldi." |  |
