Tesco’s controversial claim to be “Britain’s biggest discounter” has been scotched by advertising regulators following complaints from retail rivals.
The Advertising Standards Authority branded Tesco’s claim "ambiguous” and said “the basis of the comparison unclear", partially upholding a complaint from Aldi.
Tesco was also criticised by the body over commercials comparing the prices of thousands of “real baskets at Tesco” with those of rival Asda, which subsequently complained to the body.
The ASA said Tesco had failed to make clear to viewers that its price comparisons were not all based on exact product matches and could therefore have misled consumers, while there was also uncertainty over the number of baskets compared.
The body told Tesco to “ensure comparisons were clear and fair in future” and ruled that the adverts could not be shown again in their previous form.
Tesco defended the methodology of its comparisons, with a spokesperson adding: "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."
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