Tesco has accused Woolworths of making misleading price claims in the national press advertising offers for its confectionery, crisps and soft drinks.

Tesco complained to the Advertising Standards Authority about the ads headlined “We are up to 30% cheaper than Tesco”. Price comparisons were listed for eight confectionery, crisp and soft drink products in three columns headed “Woolworths”, “Tesco” and “Save”.

Tesco said that the advert compared Woolworths promotional prices with Tesco’s standard prices which implied that the high street chain was cheaper than Tesco for all the lines featured.

Both complaints were upheld by the ASA.

Meanwhile, Tesco itself was rapped by the advertising watchdogs for having misleadingly implied that organic food was safer and healthier than conventional food in a advertising leaflet promoting organic produce.