Rival coffee shop Starbucks complained to the ASA about the campaign, which in another execution said: ‘Sorry Starbucks - the people have voted'. Starbucks argued that the ads are misleading.
The ASA is understood to have concluded in a draft report that the campaign failed to be satisfactory on a number of points. An official recommendation has not yet been made.
The campaign, created by Karmarama, was launched in March. Its claims were based on a survey of 334 coffee-shop users.
Costa recently posted like-for-like sales growth of 2.5% in the six months to 27 August.
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