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