The UK’s Advertising Standards Agency (ASA) upheld a complaint from Tesco when it found that Asda’s price comparison adverts were “misleading”.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more


In its adjudication published today (25 September), the ASA said that Asda’s advert comparing the price of 7,564 of its products with Tesco was misleading.


“There was no firm evidence one way or another to suggest that Asda or Tesco was cheaper,” a spokesperson for the ASA told just-food.


“The ASA says there must be documentary evidence to support such claims. While Asda did have documentary evidence, Tesco then produced evidence to suggest that they were cheaper. We upheld the complaint because we cannot favour one set of evidence over the other and we needed to see clear proof to support Asda’s claims.” 


The ASA said that Asda referred to online prices rather than those in stores and that the timescale over which the comparative figures were collected and advertised was misleading.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now