Asda is being forced to drop its lowest price supermarket claims after complaints from arch-rival Tesco.
The complaint against the Leeds-based retailer’s claims to be “officially Britain’s lowest priced supermarket” have been upheld by the Advertising Standards Authority (ASA).
Asda had been making the claim in adverts following a price survey by trade magazine The Grocer.
In June 2004 it named Asda winner of its annual "cheapest basket" award for the seventh year in succession, after which Asda began its advertising campaign. The retailer has also subsequently taken the title again this year.
Tesco complained to the ASA because it said The Grocer 33 survey was limited and unrepresentative, as it did not look at enough product lines.
It also objected to Asda's use of the word "official", as it said this wrongly suggested that the survey was Government or industry body-based.
Asda’s additional use of the phrase “you win every day” also caused objection, with Tesco claiming it implied the retailer was cheaper than its main competitors for all items at all times.
The ASA found for Tesco, further adding that The Grocer survey did not include low-cost supermarkets.
Asda marketing director Chris Pilling said Tesco's complaint was a "complete waste of time".
“We promise we'll never again claim to be the cheapest supermarket for seven years in a row, that's because we've now won the Grocer title for eight years on the trot,” he said.
Julian Hunt, editor of The Grocer, told the BBC the magazine stood by its survey: “We believe our shopping survey is based on robust methodology, is independent and is well respected."
Tesco said it was "delighted" with the ASA's decision.
