Supermarkets agree to new rules on “misleading” promotions... apart from Asda
Eight supermarkets have signed up to a new set of tighter rules to ensure that consumers aren't "misled" by special offers and promotions, after a probe by the OFT.
The regulator launched an investigation in February to look at concerns that shoppers could be "confused" by the way prices are displayed. And now, Tesco, Morrisons, Sainsbury's, Marks & Spencer, Co-op, Lidl, Aldi and Waitrose have all agreed to adopt this new code.
Clive Maxwell, the OFT’s chief executive, said: "Household budgets across the country are under pressure and shoppers should be able to trust that special offers and promotions really are bargains." These new rules look at offers like "Half Price" and "bigger pack, better value" and the like. The OFT's principles state that prices "should be presented as discounts for the same or less time than the product was initially sold at the higher price".
The OFT said supermarkets hadn't broken the law, but they were engaging in "misleading" promotions.
While these retailers are all now making sure all deals are "fair and meaningful" for consumers, you'll note that Asda haven't decided to play along. They said: "Our decision not to be included in the OFT announcement today is not a 'closed door' on this discussion. We welcome the work carried out by the OFT and are taking time to consider its recommendations in detail."