Trading standards body issues new guidance on pricing after 'super-complaint'

Unscrupulous retailers’ misleading and confusing pricing tactics have been targeted in new guidance from the Chartered Trading Standards Institute issued after a Which? ‘super-complaint’.

Its Guidance for Traders on Pricing Practices replaces the former Department for Business Innovation and Skills’ pricing practices guide.

The new guidance has been issued following a Which? investigation, complaints from disgruntled shoppers and a subsequent ‘super-complaint’ on misleading pricing in groceries.

Which? claimed retailers were misleading consumers by creating a façade of savings that did not actually exist in special offers and promotions.

A probe by the Competition and Markets Authority did not find that the practices were widespread but recommended measures to give shoppers greater confidence that deals offered are fair.

Enforcers are likely to give retailers until April 2017 to adjust to the new guidance, the Institute said.  

Its business education and consumer codes expert Adrian Simpson said: “Retailers must ensure the information they present to consumers is fair and does not waste time or cause annoyance, disappointment or regret. Neither should it cause a consumer to overspend or buy a product that is inappropriate for them.”

Consumer minister Margot James said shoppers could find it hard to work out whether special offers and promotional deals in fact gave value for money.

“This new guide will help traders give clear pricing information to their customers, who should be at the heart of every business,” James said.