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CMA investigation into supermarket promotional pricing

The IPA would like to bring members’ attention to an announcement made this week (27 April 2016) by the Competition and Markets Authority (CMA), that has asked supermarkets to work to ensure that ‘was/now’ offers (reference price promotions) and multi-buy deals (volume promotions) are genuine. This will enable consumers to make informed choices and understand whether an offer provides a real discount when they shop.


The announcement follows the ‘super complaint’ brought by the consumer group, Which?, in 2015 about supermarket pricing and promotional practices. The CMA, the UK’s primary competition and consumer authority, carried out an investigation and found that supermarkets generally have a good awareness of consumer law and take compliance seriously, but suggested that there are some promotional practices that could mislead shoppers.

For more information, read the full legal alert here.

Last updated 04/05/2016

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