Sainsbury’s has appealed against the Advertising Standards Authority’s decision not to uphold its challenge against Tesco’s Price Promise advertising.

Retail Week last week revealed Sainsbury’s was considering an appeal which the grocer has today confirmed.

Sainsbury’s believes Tesco’s comparisons between its own brand goods and Sainsbury’s are unfair. It claims the promotion “deprives customers of the opportunity to make buying choices on factors such as ethics and provenance as well as price”.

Sainsbury’s group commercial director Mike Coupe said: “The support from customers as well as respected bodies such as the NFU and the Woodland Trust has been overwhelming – they agree with us that where our food comes from and how it is produced really do matter, and that Tesco should not be allowed to argue that they don’t.

“So we’ll be stating our customers’ case to the Independent Reviewer in the clearest possible terms.”