Tesco has won the latest battle over Asda’s 10% Price Guarantee.

Tesco complained to the ASA that Asda’s “Only one supermarket is always 10% cheaper” ad, run in September and October last year, was misleading. The ASA agreed and ordered the ads to be scrapped.

Tesco claimed the ban was “good news” for shoppers, but Asda hit back: “The fact that it’s not customers complaining, but a competitor that can’t match our price promise, says it all.”