Sainsbury’s is requesting a judicial review of an Advertising Standards Authority ruling which rejected its complaint over Tesco’s price promise campaign.

Sainsbury’s claims that the campaign misleads customers by failing to take into account crucial differences between the rivals’ own-brand products when making comparisons. Examples include Tesco comparing its own Everyday Value tea with Sainsbury's Basics tea, despite the fact that Sainsbury's tea is fair trade, while Tesco's is not.

Tesco's marketing director David Wood responded that Sainsbury's complaints had been heard and rejected twice already.

"Tesco Price Promise offers customers reassurance on the price of their whole shop, in store and online, not just the big brand products," he said.
"When family budgets are under pressure, that is the kind of help customers want."