By Jonathan Davies
Supermarkets are misleading customers with confusing pricing and offers, according to the competition regulator.
The Competition and Markets Authority (CMA) said found evidence during a three-month study, in which some instances "could be in breach of consumer law".
"We have found that, whilst supermarkets want to comply with the law and shoppers enjoy a wide range of choices, with an estimated 40% of grocery spending being on items on promotion, there are still areas of poor practice that could confuse or mislead shoppers," said Nisha Arora from the CMA.
The CMA launched its study after a so-called 'super complaint' made by consumer group Which? after it found hundreds of "misleading and confusing pricing tactics".
The regulator did however stress that the problem does not appear to be widespread, and that on the whole, supermarkets take compliance very seriously.
The CMA said supermarkets were misleading customers on unit prices, where products are priced per gramme or per litre. It said there should be great clarity on these prices.
They are also misleading customers on "Was/Now" pricing, where the 'Now' price is in place longer than the 'Was' price.