11th Nov 2014 06:41
LONDON (Alliance News) - The British High Court has rejected an appeal made by J Sainsbury PLC against Tesco PLC's "Price Promise" advertising campaign, Reuters reported on Monday.
Sainsbury's complained to the Advertising Standards Authority earlier this year about the advertising campaign, which compared the cost of a basket of Tesco's branded, own-label and fresh food against what it considered the equivalent products from Sainsbury's and other rivals, Reuters said.
Sainsbury's had argued that comparing own-brand items on price alone, excluding provenance and other ethical issues, was unfair. The ASA sided with Tesco in its original ruling in July and Sainsbury's first appeal was then also rejected by an independent reviewer for the regulator before the High Court also then ruled in Tesco's favour.
http://uk.reuters.com/article/2014/11/10/uk-sainsbury-judgment-idUKKCN0IU2DE20141110
By Sam Unsted; [email protected]; @SamUAtAlliance
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