British retail giant Tesco has come under criticism by the advertising watchdog for "misleading" consumers about how pigs used for its Butcher's Choice sausages were reared.
The TV advert, in a voice over asked: "Why not try specially selected, British-farmed, expertly produced, deliciously fresh butcher's choice bangers on your barbie? Quality and freshness at Tesco…" The pigs were shown roaming in a field, a hay barn and walking down a lane with a farmer.
Four people out of nine who complained said they found the advertisement misleading as they believed the meat used for the sausages came from pigs that were bred and reared indoors.
The Advertising Standards Authority (ASA) has banned Tesco from re-broadcasting the television advertisement.
On being challenged by the ASA, the supermarket countered that the advertisement showed pigs both indoors and outdoors.
However the ASA ruled that the advertisement not be broadcast again in its current form as the watchdog said in all scenes, the pigs were shown to be in a spacious and free environment.