The Advertising Standards Authority has upheld a complaint about a radio advert by Morrisons.

The advertisement for the Bradford supermarket chain said: “At Morrisons M Kitchen takeaway tikka masala is half price, at £1.75, perfect for your Saturday night in. Morrisons. More of what matters.”

This was followed by: “Most stores while stocks last. High price 27 Jan 17 Feb,” read at a quicker speed.

One person questioned whether the final line was unintelligible, because it was spoken too quickly.

Morrisons told the ASA it believed it was pronounced clearly and that it appeared to comply with current industry practice.

The Radio Advertising Clearance Centre agreed listeners would still have been able to hear the words, but the ASA upheld the complaint.

A statement said: “We noted that the line was presented more quickly than the information in the rest of the ad and considered it was delivered too quickly and that the words were difficult to hear. Because of that, we concluded that the ad was misleading.”

Meanwhile Morrisons’ market share dipped from 11.6 per cent to the 12 weeks leading to June 9, compared to last year. Its sales grew 1.2 per cent in the same period.