The Advertising Standards Authority has thrown out a complaint that Tesco misled customers with a post-Christmas promotion offering price cuts on Sony Bravia TV Sets.

Dixons' owner DSG Retail complained that Tesco had sold out of the sets before the end of the campaign.

They claimed the supermarket's supplies ran out on the first day of the TV campaign, which ran from 26 to 29 December and showed the Sony Bravia Model 40P3020 reduced from £899 to £599.

Dixons also argued that the national press campaign published on December 24, which showed the same price reduction and stated that 57 of Tesco's stores were open on Boxing Day, failed to make clear that stocks were limited.

The ASA did not uphold the complaints and said no action was required after hearing evidence from Tesco that although demand was high, stocks had not run out.

Tesco proved that 366 of its stores had stocked the product and by the end of business on December 29, 294 of them still had stocks.

"No consumer complaints were received, which we might have expected if a problem with distribution and availability had arisen following a nationwide promotion," added the ASA in its assessment.

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