The case centred on TV, poster and national press ads promoting Kimberly-Clark's Andrex toilet tissue, claiming the product was "unbeatably long." SCA challenged, alleging the claim was misleading.The UK Advertising Standards Authority, ASA, now has concluded the ads were misleading, RISI reports.ASA noted that there were three competitor products that were longer than the Andrex roll in terms of roll length by just over 10 cm. Because the ads claimed the product was "unbeatably long" and encouraged consumers to "spend their pennies wisely", ASA considered they implied the Andrex product was better value because of its unbeatable length, RISI writes."Because that was not the case, and the roll length was shorter than that of three other competitor products, we concluded that ads were misleading," ASA stated.