A government agency in the United Kingdom reprimanded Safeway, a UK-based supermarket chain, because it distributed a leaflet titled "More reasons not to shop at Morrisons." (Morrisons is one of Safeway's primary competitors in the UK). In the leaflet, Safeway depicted two shopping receipts, one for Safeway and one for Morrisons. The Safeway receipt claimed goods purchased at Safeway were much cheaper than the same goods purchased at Morrisons. Morrisons said that the goods on the imaginary receipt were not typical purchases and that the reason they were cheaper on the Safeway receipt was that the goods were on sale in the Safeway store. The FTC would have most likely found Safeway guilty of