By Jonathan Davies

Supermarkets are still misleading customers over "dodgy" offers, according to consumer group Which?.

Which? said that supermarkets consistently use tactics to give the impressions of a saving, when the savings do not exist. It said consumers have been duped out of millions of pounds as a result.

Last month, Which? called on the Competition and Markets Authority (CMA) for action over "confusing and misleading" prices as it launched its "super-complaint".

Which? criticised so-called "continuing offers" where products are on offer longer than they are at the 'normal' price. For example, Morrisons was found to have a 2 ltr bottle of Pepsi Max at the full-price of £1.98 for 28 days. But it was 'on offer' for £1 "was £1.98" for 63 days.

Which? executive director Richard Lloyd said: “Retailers are continuing to pull the wool over shoppers’ eyes with dodgy discounts that just don’t stack up.

“Our super-complaint has the backing of tens of thousands of concerned shoppers.”

Tom Ironside, British Retail Consortium (BRC) director of business and regulation, said: “UK retailers are committed to treating their customers fairly and to avoid misleading them in any way.

“The examples set out are very specific in nature and are not in any way indicative of broader systemic problems across the retail industry.”