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Campaigns | Misleading pricing

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Win! Government announces plans to crack down on misleading supermarket pricing

15th October

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.

Misleading pricing super-complaint

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.'

Win for 200,000 supporters

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.'


Special offers that don’t stack up - Which? research

We've found more evidence of dodgy special offers, including some that appear to be breaking government guidelines.

Multibuys don't always save you money

Our research has revealed that supermarket multibuy deals aren't always as good as you might be led to believe.

Customers feel misled by supermarket prices - Which? tells supermarkets to ‘Price it Right’

Our research shows that 74% of people think supermarkets try to mislead them with confusing prices. Many supermarkets provide unit prices (the price per kilo or per litre) that are difficult to spot or, in some cases, impossible to compare between brands.

Can you trust supermarket special offers?

Our research has revealed a whole range of supermarket tactics designed to make bargains look unmissable when, in fact, we don’t think they were really bargains at all.
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