The furious blogger left Tesco in no doubt what he thought about its decision to launch a libel action against three outspoken critics in Thailand: “Drop it and you get me back! I will encourage friends and relations to boycott you too!”

Thailand is one of a dozen markets around the world where Tesco is trying to repeat its success in Britain, where it pockets nearly £1 in every £7 spent on the high street.

Criticism has grown, however, as smaller rivals, often family-run operations, wilt under the unrelenting pressure of trying to compete with its giant stores and cut-price convenience shops. Tesco insists that it is in favour of free speech and simply wants to stamp out what it calls highly damaging and inaccurate attacks before they become ingrained on the minds of the most important critics of all – the shoppers.

The retailer believes that if its points are heard, customers will understand its actions and continue to spend their money in its stores. The libel strategy is a risky one, however, as the reaction in internet chat rooms and today’s letter to The Times shows.

But if Tesco can make its critics think twice before speaking out by adopting the role of playground bully, it will feel that it is a strategy worth pursuing.

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