Tesco fined over misleading sales practice
Tesco has been fined £300,000 after claiming its strawberries were "half price" when in fact they were permanently on sale at the lower price.
The BBC has reported that trading standards officers said the £1.99 strawberries on sale in Sheldon, Birmingham, in 2011 had only been on sale at £3.99 for one week.
Under the pricing practices guide, the length of the new lower price sale should not be longer than the old higher price was available for.
The store charged the same amounts at its other stores in England and Wales during June, July and August 2011.
The price of the strawberries was raised with trading standards by Sheldon customer Daphne Smallman, who has since died but was described in court as "tenacious" in her argument against Tesco.
Trading standards officials said it was not only a victory for Birmingham customers, "it also has wider benefits for all consumers across the country".
Tesco admitted four counts of unfair commercial practice at Birmingham Crown Court.
Judge Michael Chambers said the case was "shocking by its very nature" because consumers had a "high degree of trust" in national chains.
He said the promotion was "patently wrong and misleading".
Tesco has since apologised.
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