• Marketing Magazine, Monday, March 24, 2014 10:22 AM

Sainsbury's has won the right to a High Court judicial review over the ASA not banning Tesco's Price Promise campaign.

Sainsbury's had complained the promise was like comparing "apples with pears" because it did not take in to account factors such as provenance and quality of own-brand produce. However, the Advertising Standards Authority allowed the campaign to continue to run. The decision to seek a judicial review was announced by Sainsbury's last September, and although it is being granted today, the hearing is not expected to take place for six months.

Mike Coupe, Group Commercial Director and Chief Executive Designate at Sainsbury’s, said: "We do not believe it is fair to compare own-label products of different supermarkets. We strongly believe the quality of our own-label products is better than the immediate competition and this is a position we will fight strongly to protect."

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