Sainsbury's is stepping up its fight against Tesco's Price Promise campaign in a long-running row over comparisons between the two firm's products.
Britain's third-biggest supermarket chain is to take its battle into the courtroom, by requesting a judicial review against a ruling by the Advertising Standards Authority (ASA) that rejected its complaint over the Tesco pledge.
The move comes after Sainsbury's lost an appeal against the ASA decision earlier this month, when a report by the watchdog's independent reviewer Sir Hayden Philips backed the ASA findings.
Mike Coupe, Sainsbury's commercial director, said it was "time to take a stand" on behalf of customers to ensure shopping decisions are not just based on price, but also factors such as ethics and provenance.
More top news
Pretenders singer Chrissie Hynde has been criticised for comments she has made about rape victims.
The Clipper Round The World Yacht Race is due to begin in London today from St Katherine's Dock.
Once a year W11 comes alive with the colour of carnival. Everything you need to know about getting around and what to see in Notting Hill.