Supermarkets could face enforcement action over misleading pricing practices

The Competition and Markets Authority (CMA) said it was taking a series of measures to help make sure grocers complied with rules, improve clarity for shoppers and simplify regulations.

It said that where there was evidence of breaches of consumer law this could lead to enforcement action.

The report today comes after a three-month probe sparked by a complaint from consumer group Which?.

It had raised concerns “about confusing and misleading promotions and a lack of easily comparable prices”.

Nisha Arora, CMA senior director for the consumer sector, said: “We have found that, whilst supermarkets want to comply with the law and shoppers enjoy a wide range of choices, with an estimated 40 per cent of grocery spending being on items on promotion, there are still areas of poor practice that could confuse or mislead shoppers.

“So we are recommending further action to improve compliance and ensure that shoppers have clear, accurate information.”

Which? executive director, Richard Lloyd, said:

“The CMA’s report confirms what our research over many years has repeatedly highlighted: there are hundreds of misleading offers on the shelves every day that do not comply with the rules.

“This puts supermarkets on notice to clean up their pricing practices or face legal action.

“Given the findings, we now expect to see urgent enforcement action from the CMA. The Government must also quickly strengthen the rules so that retailers have no more excuses.

“As a result of our super-complaint, if all the changes are implemented widely, this will be good for consumers, competition and, ultimately, the economy.”