“Good to see the Government supporting our super-complaint.” – Which? response to the Government’s report following our super-complaint on pricing practices in the grocery sector

Which? executive director, Richard Lloyd, said:

“It’s good to see the Government supporting our super-complaint and committing to end the confusion around supermarket pricing by strengthening the rules. These changes now need to be implemented without delay to ensure consumers are no longer subjected to misleading pricing practices. Cracking down on dodgy offers will be good for consumers and competition.”


  • Which? submitted a super-complaint to the Competition and Markets Authority about misleading supermarket pricing practices on 21 April 2015. More details on the super-complaint can be found here.
  • More than 200,000 people have supported our super-complaint to the regulator. Sign up and pledge your support www.which.co.uk/misleadingpricing
  • In response to our super-complaint, the CMA found evidence of supermarkets running “was/now” pricing promotions, where the discount price is advertised for longer than the higher price. They also found that the unit price needs to be made more legible on products so consumers can use it effectively to make a price comparison between similar products.

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