A trolley-load of trouble for Tesco as ads claiming cheaper weekly shopping are banned

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The first showed a trolley full of goods which it claimed cost £76.15 at Asda, but just £49.59 at Tesco.

A second priced the goods at £75.11 for Morrisons and £49.58 at Tesco.

The Advertising Standards Authority said the price comparisons between weekly shops were unfair

But yesterday the Advertising Standards Authority - which was called in after several complaints - ruled that the comparisons were misleading and used an unfair selection of goods.

Tesco put in a series of specialist products, including certain brands of dog food and detergent which were on special offer in its stores, but not at Asda.

Its slogans read: 'Save a trolleyload of cash at Tesco' and 'Why pay more at Asda?'.

An ASA spokesman said yesterday: 'The comparisons included the promotional price of many of the Tesco products and the everyday price of their competitors' products.

'They were not representative of the savings consumers could generally expect from Tesco.

'We concluded that both ads were likely to mislead. The ads must not appear again in their current form.'

Tesco said the advertisements had included a statement explaining that some products were on offer at the time.