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Campaigns | Misleading pricing

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Which? 'super-complaint' on supermarket pricing

Retailers are confusing consumers with tactics that exaggerate discounts and manipulate shoppers, so we're using our legal powers to take the issue to the regulator, the Competition and Markets Authority (CMA).

Which? executive director Richard Lloyd said: 

'Despite Which? repeatedly exposing misleading and confusing pricing tactics, and calling for voluntary change by the retailers, these dodgy offers remain on numerous supermarket shelves. Shoppers think they’re getting a bargain but in reality it’s impossible for any consumer to know if they’re genuinely getting a fair deal.

'We’re saying enough is enough and using one of the most powerful legal weapons in our armoury to act on behalf of consumers by launching a super-complaint to the regulator. We want an end to misleading pricing tactics and for all retailers to use fair pricing that people can trust.'

Not-so-special offers

From dodgy multi-buys to baffling sales offers, many retailers are creating the illusion of savings that don’t exist. These tactics manipulate consumer spending by misleading people into choosing products they may not have picked if they knew the full facts.


Which? has repeatedly raised the issue of unfair and misleading pricing tactics in the grocery sector but little has changed. So we're using our legal powers to act on your behalf, submitting a 'super-complaint' to the CMA.

Download PDF

Read our super-complaint


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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