The national press ad was headlined 'Trolley loads of savings at Morrisons - see for yourself', while text underneath stated 'Save money every day thanks to hundreds of great offers at Morrisons'.
Asda objected that the comparison was misleading because the goods selected for comparison were not representative of a typical shopping basket and the execution compared promotional prices against non-promotional prices.
The ASA concluded that the ad was misleading and ruled that it must not appear again in its current form.
Morrisons is not the first supermarket to be reprimanded by the ASA in recent weeks: it upheld complaints from Asda and a member of the public that Tesco's 'baskets' comparison ads did not always compare like-for-like products.
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