Price 'deals'/'matches' on formula - against code or not?

[AnarchyInAManger]

My local Somerfield has a sign on the shelf by the SMA Gold that compares the price in Tesco/Sainsbury and promises to match it. IIRC there is an image of a pair of scissors on the sign - I will try to get a picture tomorrow.

Now I know its not a promotion as such but it is giving the impression it is being reduced in price IMO.

Worth reporting as a violation of the Code does anyone think?

I think it may depend whether it's a long-term price or a short-term cut. They can price formula as low as they like, but it has to be permanently available at that price. The problem with short-term promotions is it might mean women who start out using formula, then can't afford it once the price is hiked don't have a way back to breastfeeding.

If they are dicounting formula to match a competitor's prices it would be against code, I would have thought.

Hmmmm.

I suppose it is long term as they are promising to 'match' the price offered elsewhere.

Yes. I'm pretty sure any "shelf talkers" are code violations, as they are point of sale advertising.

But then they are basically trumpeting the fact they have cut the price with their litle scissors sign.

Yes, good point re the shelf talker. I think it's worth flagging, definitely.

I am off to report it.

Recently got me one of the ABM credit card thingys on the legislation that came in very handy in Superdrug the other week when they had a load of the SMA soy infant formula cartons for 25p each in the reduced bin as they were nearly out of date [ggrrr]

Def against - I saw a 'New lower price' shelf talker in Waitrose, and reported it (took a picture on my phone) to TS, and they took it very seriously and had words.

Anything that draws attention to the price is illegal

CMO - the legislation is a Regulation, isn't it?