17 March 2006

Top supermarket chains have pledged to make price information displayed on their websites much clearer, following demands from the Office of Fair Trading (OFT).

Customers had complained that often the prices charged for their groceries on delivery exceeded the prices listed online.

After talks with the OFT, supermarkets Asda, Sainsbury's, Tesco and Waitrose have now agreed to ensure they adopt a much more transparent pricing system.

Previously, upon delivery shoppers were paying the price advertised for the goods in the store that day, as opposed to the prices featured on the website when the order was placed.

The OFT has now demanded that the supermarkets must make it clear that the online prices are guide prices and could differentiate from the cost of the goods when delivered.

The shops have also agreed that special offers featured on their websites are treated as firm prices if an order has been placed and delivered within the offer period.

© Adfero Ltd

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