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Consumers 'misled' by brands

Retailers are misleading too many consumers into buying own-brand products by mimicking the packaging of well-known equivalents, according to the consumer campaigners Which?.

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Which?: Retailers should ensure no brand 'illusions'

Own-brand products can provide good value and several have topped our tests to become best buys.

But retailers should make sure that people are under no illusions about what they are buying and not leave so many consumers feeling that they have been misled.

– Which? spokeswoman

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