The UK’s leading supermarket will now only refund the difference between items found for less money.
The supermarket launched the initiative in February, promising to pay customers twice the difference on any items. The move followed the launch of £200m price cuts designed to extend its lead over its nearest rival.
Tesco was inundated by shoppers claiming that they shopped for less at its rival. It is said that forums such as www.pricecheck.logicalinternetsolutions.com and MoneySavingExpert.com spread the word of cheaper products via Twitter and Facebook.
A Tesco spokesman says: “We commend their [claimants’] ingenuity and determination, but that wasn’t why we set up Price Check.
“So to protect the scheme for the majority of our customers, we are changing it so that we give customers the difference, not double the difference.”
The cut back is the second time since the offer was launched. Last month, Tesco put a £20 limit on payouts after a flood of claims.
An Asda spokesman says: “Clearly they found it hard to make a promise they couldn’t keep.”