The consumer body Which? has launched a “super complaint” over “confusing and misleading” supermarket prices.
It has urged the Competition and Markets Authority (CMA) to investigate the use of promotions and discounts at the leading retailers.
The group said that “despite numerous attempts to make the supermarkets change their practices by Which?, regulators and enforcement bodies that have responsibility for ensuring that pricing practices help consumers and serve their interests, little has changed”.
Richard Lloyd, executive director at Which?, said: “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,” 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.”
