The competition watchdog has rebuffed media reports that it was poised to ban supermarkets from using buy-one-get-one-free deals.
The Competition and Markets Authority (CMA) insisted it “is not contemplating” the move, which had been suggested by some publications this morning.
Some media reports indicated that supermarkets could be forced to tighten their pricing and would face fines if they were found to be offering unlawful deals.
The CMA conducted an investigation into pricing practices at supermarkets following a super-complaint by consumer group Which?.
But the CMA said today: “Contrary to speculation in the media, the CMA is not contemplating banning supermarket buy-one-get-one-free deals and special offers.
“Rather, the CMA responded to a super-complaint from Which? in April 2015 and is currently working with businesses to ensure that supermarkets’ promotional practices can be clearly understood by shoppers and are not misleading.
“The CMA expects to provide further details of its engagement with retailers in the next few weeks.”