An advert for supermarket giant Tesco has been banned by the UK's Advertising Standards Authority (ASA) for implying that issues relating to meat standards existed across the whole of the food industry.
The advert, which was published in a number of newspapers, read: "The problem we’ve had with some of our meat lately is about more than burgers and bolognese. It’s about some of the ways we get meat to your dinner table.
"It’s about the whole food industry. And it has made us realise, we really do need to make it better.
"We’ve been working on it, but we need to keep going, go further, move quicker. We know that our supply chain is too complicated. So we’re making it simpler.
"...Seriously. This is it. We are changing."
However, the ASA has since ordered that the advert be withdrawn, revealing that it had received two complaints, with one being from an independent butcher.
Tesco has defended the use of the advert, claiming that it was used as a way of informing its customers that it was taking the effects of the recent scandal seriously and that it was committed to change.
However, the ASA upheld the complaints against the advert, claiming that it made misleading claims about the whole of the British meat industry.
The regulator did however, dismiss a second claim that the campaign also unfairly suggested that food suppliers that had nothing to do with the scandal were somehow involved.
The ruling represents a further public relations blow to the supermarket, which is seeking to repair its reputation after a series of recent mishaps.
Last month saw the supermarket fined £300,000 by the High Court, which ruled that its promotional prices for the sale of strawberries were also misleading.