Sainsbury’s has accused rival supermarket giant Tesco of making misleading claims in its advertising.

The Advertising Standards Authority (ASA) has begun a probe after Sainsbury’s contacted the watchdog, claiming that Tesco’s print and TV adverts about the freshness of its lettuce are “misleading”.

The ASA confirmed it is formally investigating the complaint. The ad states: “Tesco British Iceberg. Goes from farm to store within 24 hours.”

When contacted by just-food, Sainsbury’s declined to comment on why the advert is misleading and said it will not make a comment until the ASA comes to a decision

A spokesperson at Tesco was also unable to provide a response for the same reason.