A Tesco ad has been pulled because it misled consumers that its bread was “baked from scratch” in stores.

The ad told viewers that the “fresh bread” is “baked from scratch” in its in store bakery, “using 100% British flour. So every single loaf is genuinely British…Born and bread”.

However, the Advertising Standards Authority (ASA) upheld a complaint from the Real Bread Campaign that Tesco only bakes loaves from scratch in 504 of its 2,362 stores. Some loaves are also made with imported flour.

The ASA said: ‘Because we considered that the ad implied that all Tesco stores with a bakery facility baked bread from scratch, which was true of only a limited number of stores, we concluded the ad was likely to mislead.”

It has told Tesco that the ad must not appear again in its current form.