”Following our super-complaint last year, we are pleased to see the CMA investigation has resulted in Asda taking action to stop misleading special offers. Asda has been found breaking the rules and now must immediately clean up their act.
”Our super-complaint and actions taken by the authorities should serve as a clear warning to all retailers. If they try to pull the wool over consumers’ eyes they will not get away with it. Retailers must get their house in order.”
In June 2015, Which? found a number of examples of misleading special offers:
Products on offer for longer than they were sold at the higher price:
Gillette Venus 2 Disposable Razors (4): Sold at £2 in Asda for 37 days, then 97p (‘was £2’) for 86 days.
McVitie’s Digestive Biscuits (500g) and McVitie’s Ginger Nuts (250g): Both sold at £1.09 in Asda for 29 days, then 98p (‘was £1.09’) for 81 days.
Hovis Medium Sliced Soft White Bread (800g): Sold at £1 (‘was £1.20’) in Asda, even though the price before the offer started was £1, and the product hadn’t been sold at £1.20 for 116 days
McVitie’s Classic Rich Tea Biscuits (300g), McVitie’s Digestive Biscuits (500g),McVitie’s Hobnobs (300g)andMcVitie’s Ginger Nuts (250g): “The price on these biscuits at Asda increased to £1.09 while on ‘2 for £2’ several times during 2014, even though they cost £1 or less for the majority of the year.” Looks like it saves you: 18p. Actual saving: Nothing.
Pepsi (2 litres): “The price at Asda increased to £1.98 while on ‘2 for £3’ several times during 2014 and early 2015, even though it cost 98p or £1 for the majority of the year.” Looks like it saves you: 96p. Actual saving: Nothing. In fact you’ll be £1 worse off.
L’Oréal Paris Elvive Nutri Gloss Shine Shampoo(250ml): “Asda’s price increased to £2.80 or £2.89 while on ‘2 for £4’ several times during 2014, but it cost £2 or less almost every day when it wasn’t on offer as a multibuy.” Looks like it saves you: £1.78. Actual saving: Nothing.
Robinsons Orange Fruit Squash (1 litre): “The price at Asda increased to £1.49 or £1.59 while on ‘2 for £2.50’ several times during 2014, but it cost £1 for most of the year.” Looks like it saves you: 68p. Actual saving: Nothing. You’ll actually be 50p worse off.
- 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 – https://prod-wordpress-press.internal.which.co.uk/
whichpressreleases/which- super-complains-about- misleading-supermarket- pricing-practices/.
- More than 246,000 people have supported our super-complaint to the regulator – which.co.uk/