Tesco PLC (LSE:TSCO) was rebuked by the UK Advertising Standards Authority (ASA) for claiming its plant protein-based burgers are better for the planet than meat burgers.
The ads said shoppers could help the environment by purchasing the products, but the ASA ruled there was no evidence the claims were true.
Companies that exaggerate the environmental credentials of their products and services are being targeted by regulators around the world, as authorities clamp down on so called 'green washing".
Tesco's plant chef goods products use proteins from peas, beans and other plants to make meat-free alternatives to burgers and sausages.
ASA received 171 complaints over the commercials that appeared on television, video on demand, radio, newspapers, Twitter, and Tesco's website.
Tesco defended themselves saying broad data that meat-rich diets have a bigger environmental impact.
Tesco were told they would not make environmental claims about their products in the future unless they had sufficient proof to justify the claims, according to media reports.
Advertisements that lacked strong proof were "likely to be misleading," stated the regulator.
Tesco said, "We’re committed to making it easy and affordable for customers to incorporate plant-based meat alternatives into their diets and recipes. After all, little changes can help make a difference," reports Financial Times.
"We offer hundreds of plant-based options and while we are disappointed by this outcome, our customers can continue to count on us to help them enjoy a better balanced diet with plenty more delicious and affordable plant-based products in the pipeline."