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You may be familiar with the gorgeous smell of freshly baked bread that wafts around the bakery section of your local supermarket. It's a commonly used ploy to get hungry shoppers to indulge in a freshly baked loaf, croissant or pastry as they do their weekly shop.

As you make your rounds in Tesco, you may also have spotted the advertisement featuring a few delicious looking rolls, with the strapline: "Fresh bread. Baked from scratch in our in-store bakery."

Stop right there and put down that loaf. It turns out that less than one third of Tesco supermarkets actually have the facilities to host an in-store bakery.

The Real Bread Campaign have had their complaint against Tesco's advertising upheld by the Advertising Standards Authority.

The campaigners claimed that the majority of loaves were baked somewhere else and were then re-heated in-store to warm them up.

Tesco said that only 504 of the UK's 1,792 stores baked their bread from scratch. The chain stated that the advert's small print explained that not all stores baked their own bread and each loaf carried a sticker to show if it had been freshly baked or not.

Campaign spokesman Iain Loe said the ASA's ruling sent "an important message to unscrupulous advertisers."

"If you plan to hide or distort the facts in an attempt to draw customers away from small, independent bakeries that make an honest living baking honest loaves, the people of Britain won't stand for it," he added.