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

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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.