When a family sees a product advertised at half price, the starting price must mean something.
That is why Prime Minister Andy Burnham is right to challenge fake ‘was’ prices, invented reductions and other promotions that make a deal look better than it really is.
Every supermarket should welcome clear rules and firm enforcement. Trust matters in retail, especially when budgets are under pressure.
Which? reported this spring that one in ten UK households was skipping meals to keep costs down, while 85 per cent of adults were worried about food prices. Against that backdrop, all supermarkets have a duty to do everything
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