Asda ad comes under fire

An advert that claimed a basket of Asda goods was£10 cheaper than at Morrisons was misleading, the Advertising Standards Agency has ruled.

It found Asda could not prove the prices in the advert because there was no receipt to prove the goods had been bought.

Some prices used to calculate the average basket prices were 12 weeks old. And data used for the ad did not take price promotions into account.

The claims were based on the price of the Morrisons goods online and in just a few stores.

Asda's regional press advert and poster displayed last summer said: 'Asda saves you£10. Come in and pocket the difference. Asda:£64.03 Morrisons:£74.35.'

A footnote said the figures were based on the average basket prices for 36 items checked at Asda and Morrisons.

A Morrisons spokesperson said: 'Asda created an impression of pricing and competitiveness far removed from reality and they have now been challenged successfully.'

An Asda spokesperson added: 'We are pleased the ASA doesn't dispute that we are still Britain's best value grocer.

'As far as we are concerned that's one more reason not to shop at Morrisons. We promise to get the small print right in the future.'