The organisation analysed 70,000 grocery prices through the first six months of 2013 and said it found numerous examples of price cuts where the offer ran for much longer than the product was at a higher price.
The Which? report – in its December issue – highlights an Ocado deal on a 12-pack of Beck’s lager which said: “Was £12.19, now £9”. Which? said it was displayed as such by the online retailer for 27 days but had only previously sold at the higher price for three.
The organisation’s Make Special Offers Special campaign calls on the government to makes the rules for promotions simpler, clearer and stricter and for tougher enforcement action to clamp down on rule-breaking supermarkets.
An Ocado spokesman quoted in the report said: “We are investigating the price history of these products but would never try to mislead our customers in this way.
“We are making continuous improvements but believe that we are generally getting it right.”