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

Asda bows to pressure on pricing practices

A win for Which?’s misleading pricing campaign

Asda is to change its price promotions after being singled out by the competition regulator in a probe into supermarket pricing practices.

The Competition and Markets Authority (CMA) has today announced that it has called on supermarkets to review promotional pricing tactics.

Specifically, the regulator has taken Asda to task and secured legal commitments to end dodgy ‘was/now’ special offers and misleading multibuys.

The grocer has committed to stop advertising the ‘now’ price for longer than the original, while multibuy offers will be better value than a single product before the deal.

You can use our guides to make a complaint if you feel misled by a special offer.

Win for Which? misleading pricing campaign

Today’s announcement is a big win for the 246,000 people who backed our campaign to end misleading pricing.

Which? called on the CMA to take action on misleading supermarket pricing tactics and submitted a super-complaint in April last year.

The regulator has since embarked on a further investigation resulting in today’s announcement.

Which? executive director Richard Lloyd said: ‘Following our super-complaint last year, we are pleased to see the CMA investigation has resulted in Asda taking action to stop misleading special offers.

‘Asda has been found breaking the rules, and must immediately clean up its act.

‘Our super-complaint and actions taken by the authorities should serve as a clear warning to all retailers. If they try to pull the wool over consumers’ eyes they will not get away with it. Retailers must get their house in order.’

Confusing pricing promotions

The CMA reported in July that it had found that supermarkets were misleading customers with confusing pricing promotions that could be against the law.

It found ‘areas of poor practice that could confuse or mislead shoppers’ and it was taking measures to help make sure grocers complied with the rules.

It said it had since met with a number of supermarkets, and expected them to review their pricing and promotional practices and make any necessary changes to ensure consumers can be confident they’re getting a good deal.

More on this…

Back to top