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This Is Money in the UK reports that Tesco and Asda are fighting again…though this time the fight isn’t in the supermarket aisles, but rather in front of the government’s Advertising Standards Authority about what is in the supermarket aisles.

Apparently, Tesco ran an ad claiming that alleged that Asda was more expensive than its stores most of the time, and Asda claimed that the ad was misleading. If Asda doesn’t get satisfaction, the story suggests, legal action could be taken.

Meanwhile, Tesco reportedly is broadening its aim to include ads about Sainsbury and William Morrison Supermarkets.

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