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”.

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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.

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