In response to the Office of Fair Trading’s clarification to retailers on how to correctly advertise and promote discounted prices, Which? executive director, Richard Lloyd, said:
“It should be good for hard-pressed consumers that the OFT has now made clear to supermarkets what is off limits when they promote products with special offers or discounts. We now want the retailers to go further and make a stronger commitment to fair treatment of their customers, so that as well as scrapping misleading promotions they ensure busy shoppers see clear, consistent unit pricing with real bargains that are easy to spot at a glance.
“When household budgets are squeezed and food prices are one of people’s top financial worries, it’s unacceptable that shoppers are confused into thinking that they’re getting a good deal when that might not be the case. Regulators should be prepared to take enforcement action against traders found breaking the rules.”