Sainsbury’s knuckles have been rapped by ad watchdogs after complaints from independent butchers about the Jamie Oliver beef TV ad.

Around six complaints were made to the ITC about an ad for the chef’s 21-day matured beef.

Two butchers said the ad was misleading when it claimed ‘only Sainsbury’s sell a range of tender, tempting 21-day beef’. They said it was possible to buy ranges of 21-day matured beef from independent butchers.

Sainsbury said it was surprised the ITC upheld the complaint as the ad had been cleared by the Broadcast Advertising Clearance Centre.

However the retailer, which voluntarily withdrew the ad, has since amended its claim to say ‘Sainsbury’s is the only supermarket to sell a range of tender, tempting 21-day beef’.

A spokesman for the company said: “We had no customer complaints but the ad was amended immediately to clarify the original claim and maintain our longstanding relationship with butchers.”