Which? uses cookies to improve our sites and by continuing you agree to our cookies policy

Campaigns | Misleading pricing

Misleading pricing media image 402600


Win! Three supermarkets to change their pricing practices

12th February

More progress from our campaign to end misleading pricing practices. Media stories this week have all revealed that Sainsbury’s, Tesco and Asda are dropping some confusing pricing practices that we’ve raised as dodgy in our investigations.

Make special offers special

Last year we used our super-complaint powers to call on the CMA to investigate promotional tactics that could potentially mislead consumers. There was also mention in the news coverage that the Competition and Markets Authority is weeks away from announcing further action.

While we anticipate the further announcements from the CMA, a consultation from the Government on unit pricing, and new pricing practices guidance, the announcements from these three supermarkets is a small step forward for over 200,000 people who have backed our campaign.

Our executive director, Richard Lloyd, said:

'Retailers have been pulling the wool over shoppers' eyes with dodgy discounts that just don't stack up for years. Our super-complaint called for retailers to stop using pricing tactics that mislead consumers. Sainsbury's commitment to tackle confusing offers is a victory for our campaign and we hope other retailers commit to making special offers special.'


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.
Take action

This campaign is now closed - sign up to help us win our next campaign

petition signatures
Help us reach 300,000

Recent Supporters

  • William 6 days ago
  • Alan 7 days ago
  • river 9 days ago
  • William 21 days ago
  • Ian 27 days ago