The two-page advert stated: "What burgers have taught us," and went on: "The problem we've had with some of our meat lately is about more than burgers and bolognese. It's about some of the ways we get meat to your dinner table. It's about the whole food industry. And it has made us realise, we really do need to make it better."
Two people complained the advert implied there were issues with meat standards across the whole food industry and unfairly denigrated suppliers not involved in the supply of mislabelled products.
The Advertising Standards Authority (ASA) ruled the advert was not denigratory because it did not name another product or marketer. And it ruled the advert must not appear again in its current form.
A Tesco spokesman said: "We are disappointed with this decision, but accept the ASA has taken a very literal view of the wording in the advert. We think our customers understood our aim was to acknowledge the issue had serious consequences not just for Tesco, but for the whole of the food industry."