Sainsbury's seeks Tesco review

Sainsbury's is taking its battle against Tesco's Price Promise campaign into the courtroom, by requesting a judicial review against a ruling by the Advertising Standards Authority that rejected its complaint over the Tesco pledge.

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What is the Tesco Price Promise?

The Tesco Price Promise is a money-back pledge that compares the price of goods in a shopper's trolley at the checkout with prices at rival supermarkets Asda, Sainsbury's and Morrisons.

Any difference on comparable products is then refunded in the form of a Tesco voucher worth up to £10.

Tesco's Price Promise compares the price of its goods with prices at Asda, Sainsbury's and Morrisons. Credit: Chris Radburn/PA Wire

Sainsbury's believes the pledge misleads consumers because it does not make fair comparisons by, for example, matching products such as its Everyday Value Tea, which is not Fairtrade, with Sainsbury's basics tea, which is.

It added the pledge is also misleading on its basics water, which comes from a spring in Yorkshire, and is compared with Tesco's Everyday Value water, which Sainsbury's claims starts at the mains supply.

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