Tesco ordered to drop 'misleading' promotion

Among Leeds-based Asda's complaints were that its rival misleadingly listed more than 31,000 lines on Tesco.com but only matched about 12,000 of those lines with Asda, in some cases matched just one item in a basket and compared its in-store prices with Asda's online prices.

Tesco said claims related to the items bought by customers, not items stocked.

The Advertising Standards Authority said in a statement: "Because it was not clear whether they were comparing half of the contents of each basket, half the total purchases or half of the lines they stocked we concluded the claim was ambiguous and therefore misleading."