Sainsbury’s appeal against Tesco’s Price Promise campaign has been thrown out by Britain’s High Court.

Sainsbury’s had complained to the Advertising Standards Authority about Tesco’s Price Promise, which compares the cost of a basket of Tesco branded, own label and fresh food against their equivalent products at Sainsbury’s and other rivals.

Sainsbury’s argued that it was not fair to compare own-brand products just on price and not account for provenance or other ethical issues.

In July the ASA sided with Tesco and Sainsbury’s appealed. On Monday the High Court dismissed the appeal.

A Sainsbury’s spokeswoman told Reuters that the company is disappointed and will consider all options.

A Tesco spokeswoman said: “This and the previous rulings by the ASA and Independent Reviewer demonstrate that Price Promise makes fair and reasonable comparisons between our branded and own-brand products and those of our competitors.”