Supermarket giants Asda and Tesco are being investigated after clashes in advertising have left them toe-to-toe over their low-price claims.
A complaint by Asda over a Tesco advert insinuating that Asda’s prices aren’t as low as it claims has led to an in-depth investigation by the Advertising Standards Authority and Clearcast, according to thisismoney.co.uk.
The advert claimed that almost twice as many baskets of groceries would have been more expensive at Asda.
Rumours suggest neither side is willing to back down, with Asda complaining that Tesco's research is biased in favour of its Clubcard users.
The Tesco campaign was broadened last week to include claims about Morrisons, and Sainsbury's may also become a target this week.
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