Iceland has had its knuckles rapped by advertising watchdog the ASA for claiming its products are cheaper and more GM free than Tesco's. The ASA upheld a complaint against a leaflet headed You'd be dotty to shop at Tesco'. It compared two till receipts. The ASA ruled that Iceland made unfair price comparisons by quoting its own multibuy deals and comparing them with multiples of standard priced single items at Tesco. It also upheld the complaint that the leaflet implied that Tesco had not removed all GM ingredients from its products. Separately, the ASA upheld a complaint about a Sainsbury press ad promising triple reward points on all mobile phone cards and vouchers when a Sainsbury store in Cheadle did not honour the promotion. {{NEWS }}

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