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SHOPPERS looking for a new television may want to think twice before trusting the discounts advertised by some of the UK’s biggest retailers.

An investigation by consumer champion Which? has revealed questionable pricing practices at Currys, Very, and other major sellers, potentially misleading customers into believing they are getting better deals than they actually are.

Getty

Lisa Webb, Which? consumer law expert, said: “Shoppers deserve clear, honest pricing – not smoke and mirrors.”[/caption]

Which? analysed over 1,600 television deals across five retailers.

More than half (56%) of the “was” prices used in promotions were not the most recent prices charged before the discount. 

Which? said this tactic can create the illusion of massive savings when, in reality, the higher price may not have been charged for months – or was only briefly in place.

Plus, four in 10 TVs (40%) had a “was” price that was only in effect for less time than the discounted price.

And a third of all the TVs reviewed (33%) were doubly misleading, with both intervening prices and promotional periods longer than the higher “was” price.

Which? said the findings are concerning because UK consumer protection guidance states that a “was” price must represent the genuine price immediately prior to the discount.

Retailers that dodge these rules risk enforcement action from authorities such as the Competition and Markets Authority (CMA).

Lisa Webb, Which? consumer law expert, said: “Shoppers deserve clear, honest pricing – not smoke and mirrors.

“If retailers are using dodgy was/now discounts to create the illusion of a bargain then we expect the competition regulator to take enforcement action.

“Anyone in the market for a new TV or any other expensive purchase should take any such discounts with a pinch of salt and check price tracking sites like CamelCamelCamel or Price Runner to ensure they are getting a genuine deal before making a decision.”

Which retailers were the worst offenders?

Very emerged as the worst offender in the Which? investigation.

Of the 399 TV deals reviewed, nearly nine in 10 (87%) used “was” prices that were not the most recent, and over half (53%) had higher prices that were in place for less time than the promotional price.

For example, the LG OLED65B46LA 65-inch TV was advertised with a “was” price of £2,499 and a “now” price of £1,499.

However, the £2,499 price hadn’t been charged for five months and had been replaced by seven lower price points during that time.

Currys also came under fire, with three-quarters (75%) of its 608 TV deals featuring outdated “was” prices.

Plus, it had the highest rate (68%) of TVs where the higher price applied for a shorter time than the discounted price.

An example includes the LG UT73 50-inch TV, which had a “was” price of £399.99 and a “now” price of £299.99.

The higher price had only been in place for 25 days, compared to 207 days at the lower price.

What about other retailers?

While AO was also found to use intervening prices in a third (33%) of its deals, it provides transparency by publishing the dates of its “was” prices and acknowledging that lower prices may have applied.

This makes AO’s deals less likely to mislead shoppers, Which? said.

Argos performed the best, with nearly all of its “was” prices reflecting the price immediately before the promotion, offering customers a more accurate picture of potential savings.

Amazon’s pricing practices were also reviewed, but the retailer uses a different approach.

Its “was” prices reflect the median price paid by customers over the past 90 days, excluding promotional offers.

While this is a distinct method, Which? has concerns that it could still confuse shoppers and make discounts appear larger than they are.

Which? also revealed earlier this week that Sports Direct shoppers are being misled by deceptive pricing tactics, creating the illusion of bargain deals.

OUR much-loved astrologer Meg sadly died in March 2023 but her column will be kept alive by her friend and protégée Maggie Innes.

Read on to see what’s written in the stars for you today. 

ARIES

March 21 to April 20

It may be Friday the 13th, but you’re making your own luck and love chances.

You have a passion-positive chart of two people finding common ground and ending a time of indecision.

This can be an on-off dating pair or a long-time couple. Single? Saturn is so solid in Aries and simply won’t take no for an answer.

 TAURUS

April 21 to May 21

You can keep your feet on the ground but still allow your heart to fly free – and a meeting today, in a place you have always loved, can be the catalyst.

You may meet the perfect business partner or love interest.

A travel programme may need to be shortened, but the important parts can still happen.

Get all the latest Taurus horoscope news including your weekly and monthly predictions

GEMINI

May 22 to June 21

You may feel torn between easy cash and a rewarding but challenging task.

Your chart is clear that doing what feels right is key – doing nothing is not an option.

Even if the choice is tough, trust yourself to make it.

Love is most revealing when partners stop pretending. Single? A tall fellow Gemini is worth a look.

Get all the latest Gemini horoscope news including your weekly and monthly predictions

CANCER

June 22 to July 22

The moon makes you an even more thoughtful, considerate friend, while Uranus mischief keeps everyone guessing.

A message you assume you have conveyed may have been lost along the way – so do repeat it.

Saturn steadies an ambition ladder that wobbled. Now you could take three steps at once.

Get all the latest Cancer horoscope news including your weekly and monthly predictions

LEO

July 23 to August 23

The moon and Pluto make a cool couple that’s full of surprises, but also some testing times.

Take nothing for granted today as you may need to prove your loyalty.

But this can leave bonds – at home and at work – in much better shape.

Fitness firsts do not matter as much as achieving goals second time around.

Get all the latest Leo horoscope news including your weekly and monthly predictions

VIRGO

August 24 to September 22

So many ideas are inside you waiting to get out – making a list of priorities can help get you started.

You may hesitate to promote your own skills at first, but this can be the source of fresh confidence, so do celebrate what you can do.

In love, when you believe you deserve the best, you can take yourself out of a pattern.

Get all the latest Virgo horoscope news including your weekly and monthly predictions

Getty

There’s a “happy ever after” atmosphere in your chart as Venus moves on[/caption]

LIBRA

September 23 to October 23

Giving planet Mars a bit more power in your life is a good move as it can take you out of a negotiation that’s going round in circles.

Stating clearly what you need, and sticking to it, can be the ticket to your happy place with friends and family.

In passion, your new emotional depth asks you to be more open.

Get all the latest Libra horoscope news including your weekly and monthly predictions

SCORPIO

October 24 to November 22

Your ability to talk to anyone, anywhere, can be noticed today – and someone in a powerful position starts to see you in a new light.

So do take any chance you get to chat and offer your advice.

You have such a together, caring, Venus chart, plus the intrigue of Uranus, to keep lovers guessing.

Bonds are getting hotter!

Get all the latest Scorpio horoscope news including your weekly and monthly predictions

SAGITTARIUS

November 23 to December 21

Freedom to feel any way you want to is not a luxury but a necessity – Jupiter helps you get there.

Holding back, perhaps through fear of failure, could turn into a try- anything bonanza.

Do check in with yourself regularly to make sure love rules are still right for you.

If not, you can make smart suggestions.

Get all the latest Sagittarius horoscope news including your weekly and monthly predictions

CAPRICORN

December 22 to January 20

Giving up a little to gain a lot is the theme of your day.

At work, letting a rival claim one success can leave a better one for you down the line.

In love, requesting a partner take the lead, even though you think you know better, can intensify closeness.

Single? Letting one love hope go could open your heart to two.

Get all the latest Capricorn horoscope news including your weekly and monthly predictions

Supplied

Mars makes waves at work by questioning why things always need to be done one way – when you see a much better method[/caption]

AQUARIUS

January 21 to February 18

You are the wisest emotional detective in the zodiac, and today you pick up on atmospheres everyone else may miss.

Trust that quiet voice inside that guides you in how, and when, to react.

Love that is strong underneath can survive surface ripples.

Asking for a straight answer defuses negative family tension.

Get all the latest Aquarius horoscope news including your weekly and monthly predictions

PISCES

February 19 to March 20

Not believing everything you read is your day’s motto – it’s too easy to react to words, even if someone’s actions are telling you a different story.

So promise yourself to follow up in person on anything you see in print.

Holding on to cash you have may be a better bet than taking a risk – but do trust your instincts, too.

Get all the latest Pisces horoscope news including your weekly and monthly predictions

TEMPLEGATE tackles Friday’s racing confident of building the bank for Royal Ascot.

Back a horse by clicking their odds below.

BURRITO (4.10 York, nap)

Having missed his two-year-old season, this Gosden-trained son of Lope De Vega showed bundles of promise when winning on debut at Newmarket this time last year. He then went close at Chester in September before being gelded over the winter. He looked a bigger and stronger prospect when returning at Newbury 28 days ago. The four-year-old absolutely tanked along and was value for a fair bit more than the official margin of half a length. Unfortunately the handicapper was paying attention but a 10lb rise in the weights is fair enough.

MISS JUSTICE (3.15 Sandown, nb)

Will relish this longer trip under William Buick after an excellent second at Wolverhampton last time. She makes her handicap debut off the same mark and can give the Gosdens another winner.

TOPTEAM (3.25 Chester, treble)

Enjoyed himself over this course and distance 13 days ago when scooting in by more than three lengths. This race looks little tougher and he can take another step forward for Andrew Balding.

Templegate’s tips

FREE BETS – GET THE BEST SIGN UP DEALS AND RACING OFFERS

Commercial content notice: Taking one of the offers featured in this article may result in a payment to The Sun. You should be aware brands pay fees to appear in the highest placements on the page. 18+. T&Cs apply. gambleaware.org.

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Remember to gamble responsibly

A responsible gambler is someone who:

• Establishes time and monetary limits before playing
• Only gambles with money they can afford to lose
• Never chases their losses
• Doesn’t gamble if they’re upset, angry or depressed
• Gamcare – www.gamcare.org.uk
• Gamble Aware – www.gambleaware.org

Find our detailed guide on responsible gambling practices here.

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