Prices need to be simpler to help shoppers choose, say ministers

woman reading label on container in supermarket

Ministers hope to make it easier for shoppers to compare the cost of products following warnings of misleading and confusing prices.

Business Minister Nick Boles said the Government is pleased the Competition and Markets Authority (CMA) does not believe there is a "systemic problem" in how retailers display prices.

But he noted the CMA found more could be done to simplify unit pricing, such as the cost per litre, so shoppers can use it to compare prices.

The announcement follows consumer group Which? lodging a super-complaint with the CMA, accusing firms of ripping off shoppers with misleading and confusing prices.

Mr Boles, in a written statement to Parliament, said: "(The Department for Business, Innovation and Skills) will consult later in the autumn on proposals to simplify and improve unit pricing to help the consumer compare prices more easily across similar products and therefore identify the best deals.

"We will continue to work closely with Which?, (Chartered Trading Standards Institute), retailers and supermarkets, including through the Bis expert working group, and welcome continued input from the CMA."

In a statement, Which? executive director Richard Lloyd said: "It's good to see the Government supporting our super-complaint and committing to end the confusion around supermarket pricing by strengthening the rules.

"These changes now need to be implemented without delay to ensure consumers are no longer subjected to misleading pricing practices.

"Cracking down on dodgy offers will be good for consumers and competition."

Tom Ironside, director of business and regulation at the British Retail Consortium, said: "We are very pleased that the Government has recognised that the CMA report did not find any evidence of systemic issues, as we said previously it would not.

"We will be engaging positively with the Government's consultation on unit pricing, an area where we have been engaging positively with stakeholders for some time now."