The consumer magazine Which? has found that Sainsbury’s and Tesco may have been using misleading tactics to influence customer decisions.

Both supermarkets operate price promotions only accessible to their Nectar and Clubcard loyalty card holders (which are open to most but not all) which have been accused of employing some dodgy tactics.

Earlier this year, it was established by the Competition and Markets Authority (CMA) that supermarkets were not excessively profiteering from the cost of living crisis but did use some slightly dubious tactics.

The rise in prices on the shelves is broadly similar to the rise in costs for the businesses however supermarkets are employing some misleading tactics to try and influence customer decisions and as a result boost profits.

Which? looked at 141 Nectar and Clubcard Prices promotions and found only a third could be purchased at the ‘original’ price for under half the time period – something potentially illegal under the Consumer Protection from Unfair Trading Regulations 2008.

Another issue found by Which? was priced being altered just before the promotion in order to make the deal seem more enticing for customers. In addition, the prices on promoted products are often higher than at Tesco and Sainsbury’s competitors meaning customers aren’t even getting the best deal with these offers.

Which? have passed their findings onto the CMA so watch this space as to whether the supermarkets really are trying to maximise their gains the customers’ plight in the cost of living crisis.

Do comment your thoughts below.