High street pharmacy giants Boots and Superdrug have been formally accused of misleading shoppers with what consumer champions are calling "dodgy deals" in their loyalty pricing promotions. The consumer protection watchdog has been asked to intervene following a detailed investigation into pricing practices at both retailers.
Which? Investigation Uncovers Widespread Concerns
Consumer champion Which? conducted a comprehensive six-month investigation throughout 2025, comparing prices across both Boots and Superdrug stores. The research uncovered hundreds of cases where loyalty deals appeared to offer greater savings for members than were actually available in reality.
Which? has now referred both Boots and Superdrug to the Competition and Markets Authority, alleging that the companies have contravened the watchdog's established guidance on loyalty pricing promotions. The consumer group claims these practices could mislead customers about the true value of their loyalty scheme benefits.
Specific Examples of Questionable Pricing
One prominent example highlighted by Which? involves an Avene moisturiser sold at Boots. During a loyalty promotion period, the product was priced at £16.50 for Advantage Card members compared to £22 for non-members. However, immediately before this promotion, the same product was available to all customers for £17.60, with a "was" price of £22.
Following the loyalty promotion, the moisturiser returned to a price of £16.50 for all customers, still displaying the same "was" price of £22. Which? argues this presentation is misleading because the product did not actually cost £22 for at least a month on either side of the loyalty promotional period.
Scale of the Problem Revealed
The investigation examined nearly 700 loyalty deals from Boots during the six-month period, finding that 119 promotions (representing 17 percent) were presented in ways that could potentially mislead shoppers. At Superdrug, Which? compared approximately 6,000 deals and identified similar issues in 162 cases, amounting to 3 percent of promotions examined.
Superdrug has responded by arguing that the prices highlighted by Which? constitute only a small proportion of its thousands of loyalty price promotions offered throughout the year. The retailer maintains that most promotions provide genuine value to customers.
CMA Guidance on Loyalty Pricing Practices
The Competition and Markets Authority has previously outlined concerns about loyalty pricing in a comprehensive report. The watchdog stated that issues could arise under consumer protection law when retailers change product prices to make promotions appear more attractive than they actually are.
"This may occur where the non-loyalty price is increased at the start of, or shortly before, a loyalty price promotion and then reduced when, or shortly after, the promotion has ended," the CMA explained in its guidance document.
Consumer Confidence at Stake
Previous research conducted by the consumer protection watchdog in 2024 found that loyalty card discounts in supermarkets generally offer genuine savings most of the time. However, the same research revealed that approximately 40 percent of shoppers remain mistrustful about whether these promotions represent true value.
Sue Davies, head of consumer protection policy at Which?, commented: "Boots was a loyalty scheme pioneer with its Advantage Card, but the retailer seems to be taking its customers for a ride by making some of its deals look better than they really are."
"It's concerning that Boots's rival Superdrug seems to be employing similar dodgy-looking pricing tactics – meaning shoppers at two of the biggest players in the health and beauty sector are at risk of being misled," Davies added.
Industry Response and Future Implications
A Boots spokesperson responded to the allegations, stating: "At Boots we strive to deliver great value for money for our customers every day. Boots Advantage Card members benefit from earning points on their purchases, enjoy an ongoing 10 percent discount on Boots own brand products, and have access to exclusive promotional prices."
"We welcome the loyalty pricing report from the CMA and the clarification it provides. Boots is a strong supporter of transparency to consumers and consistent standards across all retailers in the industry. We have taken on board the report's guidance and have been working diligently to ensure all our promotions are aligned to it," the spokesperson concluded.
A Superdrug spokesperson similarly defended their practices: "As an accessible health and beauty retailer, we strive to deliver value to all our customers, and especially our Health & Beautycard members, who save more with our most competitive pricing and a range of points and reward opportunities."
"Across the year we offer regular promotions to all customers, as well as favourable members-only pricing. This ensures our pricing is competitive across the market, but also that our most loyal shoppers can purchase at the best prices most frequently via member events. We always aim to offer value and savings to customers, ensuring we are clear, fair and reward loyalty," the Superdrug representative added.
Which? has called for stronger regulatory action, with Davies stating: "The CMA must be prepared to use its powers to create a meaningful deterrent for underhanded pricing practices, so consumers can trust that deals are genuine." The outcome of this referral could have significant implications for loyalty pricing practices across the entire retail sector.
