Ocado may file a complaint against a Tesco advertising campaign as the price-match row continues to escalate.

Ocado’s legal director Neill Abrams said Tesco’s Price Match Ocado website section was misleading because it compared prices on products that were not equal, such as a Tesco ready meal and a Waitrose ready meal.

Ocado may complain to the ASA. “Given the direction Tesco has taken, it is something we are considering,” Abrams warned.

The feud started when Sir Terry Leahy branded Ocado a charity, then worsened after Tesco theatened to complain about an Ocado advert that claimed it would price-match Tesco on 3,500 branded products. The ASA is currently investigating.

“We have one million customers and the only person to complain is Ian Crook, Tesco’s marketing director” Abrams added.