A leading consumer action group has launched a ‘super-complaint’ to force the UK competition and markets watchdog to act over ‘confusing and misleading’ supermarket prices.
Which? launched the action this week, leaving the Competition and Markets Authority (CMA) 90 days to respond to the allegations.
Executive director of Which? Richard Lloyd commented: "We're saying enough is enough and using one of the most powerful legal weapons in our armoury to act on behalf of consumers by launching a super-complaint to the regulator.
"We want an end to misleading pricing tactics and for all retailers to use fair pricing that people can trust.”
However, the retailer’s body the British Retail Consortium (BRC) has refuted the claims made in the complaint.
Spokesman Tom Ironside said: "The examples set out are very specific in nature and are not in any way indicative of broader systemic problems across the retail industry. With thousands of products and special offers in store every day, errors may from time to time occur. However, these are rare in nature and are resolved quickly by the retailer concerned."
