Supermarkets face ‘super-complaint’ over pricing tactics

Consumer magazine Which? has issued a ‘super-complaint’ over what it has described as attempts to “manipulate” and “confuse” shoppers by retailers.

The magazine said it has found retailers are confusing consumers with “tactics that exaggerate discounts” and was using its legal powers to take the issue to the Competition and Markets Authority (CMA).

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

According to Which?, some 40 per cent of groceries in Great Britain are currently sold on promotion, and with £115 billion spent on groceries in 2013, consumers could be losing “hundreds of millions of pounds”, from misleading offers.

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.”

Examples of manipulative practice highlighted by Which? include multi-buys where savings are less than claimed, and seasonal offers where higher prices are applied out of season.