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'Stop misleading special offers', supermarkets told | |
(about 8 hours later) | |
Supermarkets are still offering misleading special offers and discounts despite rules designed to stop this, according to Which?. | Supermarkets are still offering misleading special offers and discounts despite rules designed to stop this, according to Which?. |
The consumer group found "dubious" deals that were worse than they first appeared at most major UK chains. | The consumer group found "dubious" deals that were worse than they first appeared at most major UK chains. |
These included multi-buys that cost more despite the alleged offer, and special offers in which goods are sold at the special price most of the year. | These included multi-buys that cost more despite the alleged offer, and special offers in which goods are sold at the special price most of the year. |
Supermarkets were trying to cut costs for shoppers, the industry body said. | Supermarkets were trying to cut costs for shoppers, the industry body said. |
Which? looked at pricing data from May 2018 to June 2019 for 459 products. These spanned seven of the UK's biggest supermarkets: Asda, Iceland, Morrisons, Ocado, Sainsbury's, Tesco and Waitrose. | |
Among the "dodgy" deals it came across was an Iceland multi-buy, where customers were offered two packets of Kellogg's Crunchy Nut cornflakes for £4, or £2 each. | Among the "dodgy" deals it came across was an Iceland multi-buy, where customers were offered two packets of Kellogg's Crunchy Nut cornflakes for £4, or £2 each. |
While this appeared to offer a saving, Which? found that the price was just £1.49 per packet a week earlier - 51p less per item. | While this appeared to offer a saving, Which? found that the price was just £1.49 per packet a week earlier - 51p less per item. |
It also found a promotion at Asda for Wall's Carte D'Or Strawberry Ice Cream (1L) that read, "was £3.50 now £2". | It also found a promotion at Asda for Wall's Carte D'Or Strawberry Ice Cream (1L) that read, "was £3.50 now £2". |
However, Which? said the product retailed at £2 for around eight months of the year, with the special offer only lasting about a third of that time. | However, Which? said the product retailed at £2 for around eight months of the year, with the special offer only lasting about a third of that time. |
'Stop tricking shoppers' | 'Stop tricking shoppers' |
A previous Which? investigation into misleading pricing in 2015 led the government to roll out new guidance to ensure retailers' pricing practices complied with consumer law. | A previous Which? investigation into misleading pricing in 2015 led the government to roll out new guidance to ensure retailers' pricing practices complied with consumer law. |
The rules state that retailers must ensure the information they present to consumers is fair and does not waste time or cause annoyance, disappointment or regret. | The rules state that retailers must ensure the information they present to consumers is fair and does not waste time or cause annoyance, disappointment or regret. |
Neither should it cause a consumer to overspend or buy a product that is inappropriate for them. | Neither should it cause a consumer to overspend or buy a product that is inappropriate for them. |
But Natalie Hitchins, head of home products and services at Which?, said: "Four years on... many of the big supermarkets are clearly still in the wrong, with numerous examples of dodgy discounts and never-ending offers. | But Natalie Hitchins, head of home products and services at Which?, said: "Four years on... many of the big supermarkets are clearly still in the wrong, with numerous examples of dodgy discounts and never-ending offers. |
"These retailers must stop tricking shoppers with deceptive deals... if not, the CMA must intervene to ensure that pricing guidelines are followed." | "These retailers must stop tricking shoppers with deceptive deals... if not, the CMA must intervene to ensure that pricing guidelines are followed." |
She said that the magazine would report its latest findings to the Consumer and Markets Authority (CMA). | She said that the magazine would report its latest findings to the Consumer and Markets Authority (CMA). |
Iceland said it would review its promotional calendar following Which?'s findings, but Asda rejected claims its offers were misleading. | Iceland said it would review its promotional calendar following Which?'s findings, but Asda rejected claims its offers were misleading. |
The other supermarkets did not respond to requests for comment. | The other supermarkets did not respond to requests for comment. |
Meanwhile, industry body the British Retail Consortium said: "Supermarkets seek to provide the best value for consumers on the hundreds of thousands of product lines they sell. | Meanwhile, industry body the British Retail Consortium said: "Supermarkets seek to provide the best value for consumers on the hundreds of thousands of product lines they sell. |
"This is often through promotions and discounts, which can change week to week, even on the same product lines, as retailers seek to cut the cost for shoppers." | "This is often through promotions and discounts, which can change week to week, even on the same product lines, as retailers seek to cut the cost for shoppers." |