21st Apr 2015 05:58
LONDON (Alliance News) - UK consumer body Which? has asked the UK competition regulator to act over "misleading and confusing" supermarket pricing tactics, launching a so-called "super-complaint" that means the Competition and Markets Authority must respond within 90 days.
Which? said it had found that the supermarket retailers are confusing consumers "with tactics that exaggerate discounts and manipulate shoppers", using promotions like multi-buys, seasonal offers, and marking large packs as value when buying more of the smaller packs would actually be cheaper.
"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," Which? Executive Director Richard Lloyd said.
"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," he added.
Which? is one of five consumer bodies that have the power to launch a super-complaint, according to the BBC. The last time it did so was in 2011, when it asked the regulator at the time, the Office of Fair Trading, to investigate excessive credit and debit card surcharges.
Industry body the British Retail Consortium told the BBC it did not accept the implications of Which?'s complaint.
By Steve McGrath; [email protected]; @stevemcgrath1
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