Which? comments as businesses slash costs to help families as part of Government’s Help for Households campaign

“Millions of people will be struggling to make ends meet in the coming months, so it’s right that the government is working with businesses to ensure consumers can get value for money when the cost of so many everyday essentials is increasing at an alarming rate.

“Businesses in essential sectors such as supermarkets, energy and telecoms have a particularly important role to play in ensuring help reaches the most financially vulnerable, and making sure the best value deals are easy to access.

“Across the board, transparency of pricing will prove key – so supermarkets should introduce clear unit pricing so that shoppers can easily compare items and find the best value option for them. Similarly, social tariffs should be better advertised, as within the broadband sector less than two per cent of eligible customers are currently enrolled on social tariffs, which is nowhere near good enough.

“The government and regulators must also ensure people can rely on robust consumer protections during this cost of living crisis, in order to prevent exploitation by unscrupulous businesses.”