Tesco could be 'breaking the law' by 'misleading' customers over pricing, Which? says

Tesco’s lack of clear pricing on some food and drink promotions “could be breaking the law”, according to Which?

The consumer group said it has reported the supermarket giant to the UK competition watchdog, the Competition and Markets Authority (CMA), as it criticised its pricing information displayed for some products.

Which? said the grocery chain failed to provide unit pricing – such as the price per 100g – on products with Clubcard promotion prices. Unit prices can be used by shoppers in stores and online to compare the value of products they are purchasing.

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Which? claims the decision not to display this unit pricing on some offers could be a “misleading practice” under the Consumer Protection From Unfair Trading Regulations 2008.

Tesco said in response that its price labelling has been “formally endorsed” by Trading Standards, after it asked to organisation to review its Clubcard Prices promotions. It added that it is “disappointed” by the “ill-founded claims” by Which?

Sue Davies, Which? head of food policy, said: “Tesco’s unclear Clubcard pricing is at best confusing for shoppers struggling with soaring food inflation and at worst, could be breaking the law.”

The consumer group said it is urging Tesco to act now and introduce unit pricing on Clubcard prices as soon as possible to help shoppers find the best deals.

Which? added that it has nevertheless found issues with unit pricing across all supermarkets.

In one example, it said it found Heinz tomato ketchup in Tesco where the label showed the standard price for a 700g bottle is £3.90 (or 55.7p per 100g).

Meanwhile, a Clubcard label showed the bottle on offer, at £3.50 for the same 700g