It’s time for British consumers to get real

‘That’s Asda price’ is a thing of the past. The slogan’s long gone and so, it appears, is the retailer’s commitment to offering customers value for money. The regulator has just singled it out by demanding a written pledge that it will change its ways when it comes to promotional deals, which have been criticised for being somewhat dodgy.

Asda was far from alone in over-egging its special deals for customers. The regulator’s been investigating most of the big UK supermarkets since consumer group Which? launched a ‘super-complaint’ last year, after finding evidence of misleading prices.

However, what sets Asda apart from its rivals is that it was the only grocer asked to agree to improvements in writing, which could be interpreted as the Walmart owned company being of particular concern to the regulator.