From dodgy multi-buys to shrinking products – it’s time to shelve misleading supermarket pricing tactics for good. That’s why we’ve deployed one of our most powerful legal weapons – a super-complaint.
We’ve been alerting retailers to misleading pricing tactics for the last seven years, and yet dodgy offers still remain on supermarket shelves.
Many retailers are creating the illusion of savings that don’t exist, which in turn mislead people into buying products they may not have chosen if they knew the full facts.
Our supermarket pricing super-complaint
Enough is enough. We’re now using one of the most powerful legal weapons in our armoury – a super-complaint – to demand action from the Competition and Markets Authority (CMA).
Which? has legal powers under the Enterprise Act 2002 to formally raise matters that may be significantly harming consumers’ interests with regulators. It’s a power we only use after a great deal of work to exhaust every other possible route to change businesses practices. The CMA now has 90 days to respond to our super-complaint (PDF 4.7Mb).
Millions lost to dodgy offers
With £115bn spent on groceries and toiletries in 2013, we could be collectively losing out to the tune of hundreds of millions of pounds, even if only a very small proportion of offers are misleading. Some of the dodgy pricing practices we’ve raised with the CMA include:
- Confusing and misleading special offers.
- A lack of easily comparable prices because of the way unit pricing is being done.
- Shrinking pack sizes without any corresponding price reduction.
What’s more, we’re concerned about how supermarket price matching works in the context of these dodgy pricing practices.
The cumulative impact of all these different pricing tactics means it’s virtually impossible for you to know whether you’re getting a fair deal. This is particularly true when prices vary frequently, when you’re in a rush or if you’re buying numerous items of relatively low value.
We want an end to misleading pricing tactics and for all retailers to use fair pricing that people can trust. If you agree, please sign our petition. And if you’ve spotted any pricing tactics that really wind you up, share them in the comments below.