He has already dropped Tesco from Sainsbury's Brand Match price comparison scheme, which now only compares prices with Asda, and halved the number of points shoppers can earn in the Nectar loyalty card scheme. Losing the court battle over the Tesco ad campaign makes life tougher for Coupe as the wider adoption of ethical standards such as Fairtrade by Sainsbury's are a key part of the supermarket's attempt to mark itself out from generally cheaper rivals. The strategy helped it to win sales last year during the horsemeat scandal. The supermarket claimed that Tesco's Price Promise campaign misled shoppers by failing to point out that many of Sainsbury's own-label products have superior ethical or provenance standards.