Tesco’s recent price-matching Brand Guarantee advert has been banned after the industry watchdog labelled it “misleading”.

The UK’s largest supermarket’s rival, Sainsbury’s made a complaint to the Advertising Standards Authority (ASA) saying that the 10 items necessary to be eligible for the discount was not clear.

To qualify for your money back at the till, Tesco require you to buy a minimum of 10 items with one being a comparable branded item which will be cheaper than its rivals, Asda, Morrisons and Sainsbury’s.

Tesco argued that the advert “communicated the scheme clearly to customers and was consistent with the industry’s wider approach to price-match advertising.”

The supermarket also got advice from the CAP (Committee of Advertising Practice) before the advert was aired and they advised Tesco specifying the small print was “likely to be acceptable”.

However, the ASA said that whilst consumers were “likely to be familiar with the concept of price-match schemes”, they “would not necessarily be aware of the conditions involved, or that there might be a minimum purchase requirement” to qualify for Brand Guarantee.