Ocado has adapted its Tesco Price Match strategy after a ruling by the Advertising Standards Authority that ads highlighting the online retailer’s campaign were misleading and its claims could not be substantiated in a number of instances.

Ads online and in the national press were deemed to feature products that were not comparable.

An Ocado spokesman said that breaches of the Code of Advertising Practice, which requires ads to be truthful and capable of substantiation, were committed in error and that “robust systems” were in place to ensure that this couldn’t recur.

No plans are in place at Ocado to run further outdoor ads supporting its Tesco Price Match promotion. However, online customers will still receive emails price checking more than 6,000 Tesco products - almost double the number compared with when Tesco Price Match began in March last year .