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Supermarket prices 'misleading'

Almost three-quarters of consumers believe supermarkets are trying to mislead them by using confusing pricing practices, a watchdog has found.

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Which?: We need clearer unit pricing

Unit pricing was too small and hard to read, say consumers Credit: Chris Radburn/PA Archive

The standards recommend unit price tags have a font size of 5mm, the unit price should not be less than 50% of the height of the selling price and there should be sufficient contrast between the print and background.

Among those surveyed by Which?, 88% said unit pricing helps them to work out which products and promotions are the best value for money.

Of those who were aware of unit pricing but did not use it, 22% said it was because unit pricing was too small and hard to read.

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