Shopping bags carrying Sainsbury’s ‘scan ‘n’ pack’ logo have been given the thumbs up.

The Advertising Standards Authority ruling comes just months after Sainsbury’s ‘scan ‘n’ pack’ TV ad was banned by the ITC for being “misleading”.

The TV watchdog said it gave a “strong impression” that staff would pack all of the shopping.

Complaints for the carrier bag logo arose when the supermarket scanned and packed only the first few items of shopping - not providing a complete service, some consumers thought.

Sainsbury said the logo was not misleading as it advertised an initiative to help customers at the checkout pack their shopping. And added that it only entailed packing the “first few items of a shop”. But noted that if the consumer requested, staff would pack the whole shop.