Supermarkets accused of promoting ‘misleading’ special offers

Research by Which? has revealed supermarkets are still promoting misleading special offers despite a Government crackdown back in 2015.

Supermarkets are still ignoring Government pricing guidelines by promoting misleading discounts and special offers, according to research by Which?.

Back in 2015, the Government to roll out new guidance to ensure retailers’ pricing practices comply with consumer law.

Essentially, this meant that retailers must make sure information presented to consumers is fair, does not waste time or cause annoyance, disappointment or regret.

It should also ensure a customer does not overspend or buy a product that’s not right for them.

Supermarket pricing can be "confusing" and "misleading", says CMA

‘Dodgy deals’

As part of its research, Which? looked into more than 450 products on offer online and in-store between May 2018 and June 2019, and will report its findings to the CMA.

It focused on seven of the UK’s biggest supermarkets: Tesco, Sainsbury’s, Morrisons, Asda, Waitrose, Ocado and Iceland.

Which? discovered multibuys that can cost you more despite the offer and ‘dubious discounts’ and ‘not-so-special offers.’

For example, Iceland offered two packs of Kellogg’s Crunchy Nut for £4 – but the price was actually £1.49 each a week earlier.

In response, Iceland said it will review its promotional calendar.

Asda previously promoted Wall’s Carte D’Or strawberry ice cream for £2, down from £3.50.

However, the ice cream was sold at £2 for more of the year than at the higher price, making it questionable if this is actually a special offer or the actual price.

When Which? contacted Asda, the supermarket disagreed that their offers are misleading.

Cheap supermarket offers and deals from Aldi, Asda, Lidl, Morrisons, Sainsbury's, Tesco and Waitrose

How to spot misleading discounts

Which? also discovered examples of dodgy discounts.

An example of this is Cathedral City mature cheddar cheese at Morrisons, which was promoted as £2, down from £3.50 during the week of 17 September 2018.

But the product was available for the lower price (£2) the week before.

“These retailers must stop tricking shoppers with deceptive deals and spurious special offers – if not the CMA must intervene to ensure pricing guidelines are followed,” says Natalie Hitchins, head of home products and services at Which?.

If you’re worried about being misled, Which? suggests staying vigilant as these pricing tactics are still being used.

It advises customers to not get enticed by a special offer that might turn out to be a dud and be wary about time-limited offers as the reduced price may return sooner than expected.

You could also do use a supermarket comparison site such as MySupermarket to see if that product really is on special, or if it's widely available elsewhere at that price.

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