Sainsbury's argued that the advert made no false claims

The advert featured two girls watching celebrity chef Jamie Oliver having his carrier bags packed for him in a Sainsbury's store.

One of the girls assumes he is getting special treatment, but a checkout assistant tells her: "We scan and pack now."

However, customers who visited their local stores found that checkout staff usually would pack only a handful of items for them.

In some cases, the checkout assistants would pack no more than three things.

'Strong impression'

Seven viewers complained to the Independent Television Commission, which concluded that the advert had breached TV advertising guidelines and misled viewers.

The supermarket chain argued that "there were no claims in the advertisement to suggest that Sainsbury's would pack all the customer's purchases".

It said its commitment to customers was that staff would "always, during the transaction, scan and pack the first few items into the carrier bag".

But the ITC judged that the advert gave the "strong impression" that staff would pack "all" a customer's shopping.