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The Wall Street Journal reports that Tesco plans to file a complaint with the UK Advertising Standards Authority, saying that an ad by Walmart-owned Asda Group promising to be 10 percent cheaper than its competitors is “‘confusing and misleading’ because it excludes around half of Tesco's range, and relies on a complicated process for customers to get their money back.”

According to the story, “Asda responded with a statement commenting that ‘clearly the truth on pricing hurts. Our simple promise to be 10% cheaper or give customers the difference has gone down very well with customers since we launched it last week’.”

The rhetoric is likely to continue because, as the Journal writes, “Asda's price guarantee kicked off the January price wars, which annually grips the grocery sector.”
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