The Advertising Standards Authority is fielding complaints from Safeway and Boots following Tesco's claims that it undercuts rivals on price. The ASA found against Tesco in one case already brought by Boots which objected to leaflets claiming it was 14% cheaper than Boots on deodorants and bodysprays, 15% cheaper on razors and 16% on shampoos. The ASA agreed Tesco's researchers had not compared on a like-for-like basis. Safeway has complained about Tesco's poster campaign, Britain's Best Value Supermarket', and Boots over photo-processing claims. Safeway chief executive Carlos Criado-Perez said: "Customers are being misled by Tesco's selective claims." {{NEWS }}