In July 2015, the CMA published its response to a
super-complaint from the consumer association Which?
regarding alleged misleading pricing practices in the groceries
sector. It concluded, amongst other findings, that complexities and
inconsistencies with unit pricing may have adversely affected
consumers' ability to make meaningful choices between
products. The CMA found examples of particular pricing and
promotional practices with the potential to mislead or confuse
consumers (including issues of legibility and consistency with
regard to unit pricing), noting that these could lead to consumer
law breaches.
On 31 January 2023, the CMA announced that it is starting a new
programme of work concerning unit pricing practices online and
instore in the groceries sector. Referring to the rising cost of
living, the CMA's press release states that consumers need
confidence they possess the right information, should be able to
compare products like for like, and that this
