Supermarkets and fake discount

[Mike Taylor]

"Supermarkets investigated over fake discount fears."

Supermarkets are under fresh scrutiny over claims they are advertising fake discount prices, as the UK watchdog seeks to clamp down on attempts to mislead shoppers.

The Competition & Markets Authority (CMA) has confirmed plans to launch a fresh investigation into how supermarkets use "was/now" prices.

These promotions suggest shoppers are getting a better deal now than they would if they had bought a product earlier.

However, the watchdog said there were questions over what the "regular" price was for that product and if customers were genuinely making a saving.

The CMA said it will be reviewing these promotions.

It comes amid a wider review into supermarket loyalty schemes, which have ballooned in popularity over the last year.

More than eight in 10 people in the UK hold at least one loyalty card, according to a recent survey from Mintel.

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