A Tesco advertisement which gives the impression that their bread is baked fresh on the premises has been banned for misleading customers. The advertisement uses the headline “Fresh Bread. Baked from scratch in our in store bakery”. The problem is that in reality most Tesco stores only reheat loaves that have been prepared and part cooked on another site rather than cooked from scratch as suggested. In fact the supermarket only bakes its loaves from scratch in 504 of its 1,792 outlets. Tesco have said that the advert does contain small print which make it clear the loaves are baked from scratch in a limited number of stores only. However, Advertising Standards Agency have ruled that it can no longer be used.