Tesco handed £300,000 fine

Tesco Stores Limited, has been fined £300,000 following a prosecution by Birmingham City Council about misleading the public on a ‘half price’ offer on strawberries.

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The ruling behind Tesco's fine

Tesco's strawberry offer ran for 14 weeks, whereas its original higher price of £3.99 was available for a shorter length of time - breaching guidelines set under Consumer Protection Regulations.

Under the pricing practices guide, the lower price sale should not last longer than the time the higher price was available.

Tesco have been fined £300,000 after it admitted misleading the public on a 'half price' strawberry offer Credit: Rui Vieira/PA Wire

The case found that during various dates in summer 2011, the retailer sold 400g punnets of British strawberries marked as half price at £1.99, with the previous prices of £2.99 and £3.99 crossed out.

Tesco was fined £300,000 after admitting it had misled the public on the 'half price' offer.

Read: Tesco: 'We apologise sincerely' for strawberry error

Tesco 'apologise sincerely for this mistake'

We apologise sincerely for this mistake, which was made in the summer of 2011. We sell over 40,000 products in our stores, with thousands on promotion at any one time, but even one mistake is one too many.

Since then, to make sure this doesn’t happen again we have given colleagues additional training and reminded them of their responsibilities to ensure we always adhere to the guidelines on pricing.

– A Tesco Spokesperson

Tesco fine is 'a victory for Birmingham customers'

This is not only a victory for Birmingham customers, it also has wider benefits for all consumers across the country.

It was the council’s case, confirmed by Tesco’s guilty pleas today, that this was a misleading offer which deceived the purchasers of strawberries over many weeks during the summer of 2011.

Food pricing, presentation and the depiction of promotional practices is a crucial issue for retailers, and in turn, consumers. We are happy to work with Trading Standards departments up and down the country to help protect customers.

– Head of Trading Standards for Birmingham City Council, Sajeela Naseer

Tesco fined £300k for strawberry 'offer'

Tesco Stores limited have been fined £300,000 following a prosecution by Birmingham City Council about misleading the public on a 'half price' offer on strawberries.

The national retailer was prosecuted at Birmingham Crown Court under the Consumer Protection from Unfair Trading Regulations Act 2008.

The case concerns the Tesco store on Coventry Road in Sheldon and was widened to Tesco stores nationally. It was brought to Trading Standards’ attention by a local shopper at the Birmingham store.

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Tesco taken to court by Birmingham City Council

Birmingham City Council (BCC) have taken Tesco to court over offences relating to Consumer Protection from Unfair Trading Regs.

Tesco in court over offences relating to Consumer Protection from Unfair Trading Regs Credit: Rui Vieira/PA Wire/Press Association Images

The case relates to the misleading price of 400g British strawberries in 2011 which were marked as 'half price' when the previous prices had only been charged for a limited time.

The case concerns Tesco Superstore Coventry Road, Birmingham and Tesco stores nationally.

At a previous hearing, Tesco argued BCC did not have the jurisdiction to proceed outside of Birmingham. The hearing found in favour of BCC, who argued that Birmingham residents who shop outside of the city would still be affected by the offer.