Grocers in pricing war 'misleading' consumers

Britain's competition regulator has found that some customers are being misled by the country's embattled supermarkets and ordered the retailers to provide greater clarity on their promotional offers.

The Competition and Markets Authority was responding to a "supercomplaint" from a consumer watchdog that said it had identified "misleading and confusing" pricing tactics over seven years in areas such as multi-buy offers at the likes of British supermarket chain Tesco and Asda, a subsidiary of Wal-Mart.

The Which? consumer watchdog had said that many supermarkets were creating the illusion of savings that did not exist.