The Advertising Standards Authority has ruled that an Asda advert showing that an average basket of Asda goods is £10 cheaper than at Morrisons was misleading.

The ASA found that some of the prices used to calculate the average basket were 12 weeks old, while Asda had also continued to run the advert even though Morrisons had reduced the prices of some of the items included.

Michael Bates, marketing services director for Morrisons, said: “We are delighted, though not surprised, with the ASA’s ruling. Asda created an impression of pricing and competitiveness far removed from reality and they have now been challenged successfully.”