Tesco beats off Morrisons’ complaints over beef ad

The organisation rejected a trio of complaints by Morrisons arguing that the advert by Tesco was misleading.

Part of the ad by Tesco ran: "Our butchers take their time. Carefully selecting meat with marbling for tenderness and flavour. Tesco butchers are fussy when it comes to Finest beef. For starters, they'll only use meat from long-established, family-run British farms."

Morrisons claimed the advert suggested Tesco directly employed its own butchers and that meat was cut for customers in-store.

However the ASA upheld Tesco’s argument that butchers worked for their suppliers on an exclusive basis to the supermarket’s strict specifications. It added that trained butchers prepared cuts for customers at meat counters in 374 of its stores.

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