Tesco price adverts branded misleadingComplaints upheld by ad watchdog ASA

29 July 2009

Tesco TV adverts comparing the cost of shopping at Tesco with Asda and Aldi were misleading, the advertising watchdog ruled today.

The Advertising Standards Authority (ASA) partially upheld complaints from Asda, Aldi and members of the public about the adverts and ruled they must not appear again in their current form.

To see how Which? members rate Tesco, Aldi, Asda and their competitors, read our survey of high street shops.

Washing-up liquid

The ASA partially upheld a complaint about Tesco’s claim to be 'Britain's biggest discounter' after comparing its prices of washing-up liquid, wine and nappies with those at Aldi.

Tesco compared different brands of both washing-up liquid and wine at the two chains, and the ASA found both adverts were therefore 'misleading'. But the nappy comparison was 'fair', it said.

See Which?'s test of washing up liquid to find out which washing-up liquids were our Best Buys.

Compare prices online

Another advert, which compared 'real baskets' at Tesco with those at Asda, did not make clear the differences between the products at the two chains and did not explain the basis of the comparison, the ASA found.

One way to easily compare prices between supermarkets is by shopping online. See how Tesco and Asda fared in our review of online supermarkets.