ASA take butcher’s at Tesco ad

The Advertising Standards Authority (ASA) has ordered that a television advert for Tesco’s Butcher’s Choice sausages be given the chop.

The advert featured pigs wandering through a bucolic country farm. However, after four complaints were made to the ASA, it ruled that viewers were: “likely to interpret the ad to mean that the pigs…were reared in an unrestricted environment and had access to outdoor pasture”.

Tesco said it did not believe it was misleading, arguing that the pigs had been reared to nationally agreed welfare standards.