The government today came out in support of our super-complaint on misleading pricing, announcing plans to end the confusion around supermarket prices.
The announcement is in response to the Competition and Markets Authority's (CMA) investigation into our super-complaint into misleading pricing practices employed by supermarkets.
We used our special legal powers to call on the CMA to investigate the misleading promotional practices we've highlighted over the last seven years. These included dodgy multi-buys, shrinking products and exaggerated discounts.
In its investigation the CMA found examples of promotional practices that have the potential to mislead consumers and made a number of recommendations.
The government has accepted all of those recommendations and has announced plans to strengthen the rules.
Consumer minister Nick Boles said:
'Shoppers need to be able to get the best deal and make comparisons easily so we will look at how we can make information on price as clear and as simple as possible.'
Our executive director Richard Lloyd said:
'It's good to see the Government supporting our super-complaint and committing to end the confusion around supermarket pricing by strengthening the rules.'
This is a big win for the more than 200,000 people who support our campaign. We now need these changes to be implemented without delay so that you're no longer subjected to misleading pricing practices.
Richard Lloyd added: 'Cracking down on dodgy offers will be good for consumers and competition.'