The first ad showed a trolley full of groceries from Asda and the text stated 'Asda £76.15, Tesco £49.59. Why pay more at Asda? Includes Tesco products on promotion.'
It then went on to list a variety of products from washing-up tablets and pet food to cereal and crisps.
The second ad also showed a shopping trolley full of goods and said: 'Morrisons £75.11, Tesco £49.58. Save a trolley-load of cash at Tesco.'
As a result, the ASA received two complaints - one that challenged whether the price comparison was misleading and one which pointed out that Tesco had included their promotional prices in the comparison.
The supermarket giant insisted that the ads were not intended to represent a shopping basket survey, or to demonstrate a typical and representative selection of consumer goods.
It said the ads made comparisons between a number of named products and, in their view, provided a snapshot of the savings that customers could make by buying clearly identified, specific products at Tesco rather than their competitors.
But the ASA argued that although both ads clearly stated that the prices included Tesco's promotional products, they didn't go far enough to remove the implication given by the headline claims that Tesco was generally cheaper than either of its competitors.
They also said the ads didn't adequately explain to consumers that the savings were representative of a comparison between Tesco's promotional prices and its rivals' everyday prices.
Therefore, it concluded that the ads were misleading and not representative of the savings consumers could generally expect from Tesco.