By Jennifer Faull

Sainsbury’s has lost its High Court appeal against Tesco’s Price Promise campaign which it complained was misleading, unlawful and unfair when comparing own-brand products.

The campaign, first launched in March 2013, promoted Tesco’s promise to match Sainsbury’s, Asda and Morrisons on baskets containing at least 10 items up to a maximum value of £10.

Following an initial complaint from Sainsbury’s in 2013, the Advertising Standards Authority (ASA) had ruled that own-brand and fresh products from both retailers could be legitimately compared.

However, during the appeal lawyers argued that the quality of products, sustainability and ethical matters were not taken into account in Read full story ›

Source: The Drum