UK Supermarkets' Loyalty Prices Under Scrutiny by Watchdog

Initial findings suggest limited evidence of misleading promotions, but questions remain about pricing practices

The Competition and Markets Authority (CMA) has been reviewing supermarket loyalty schemes since January.
Preliminary analysis indicates that widespread misleading promotions are unlikely.
The CMA is investigating the practice of alternating between 'was/now' and loyalty prices.
A final report on the findings will be published in November.
Supermarkets must demonstrate clear value to retain customer trust, according to the British Retail Consortium.