Two prominent high street pharmacies, Boots and Superdrug, have been accused by consumer watchdog Which? of misleading customers through hundreds of 'deals' that were not as advantageous as they appeared. Which?'s extensive research has revealed that both retailers offered loyalty scheme prices on products that had been cheaper for regular customers just days prior to or immediately after the loyalty promotion. This discovery has led Which? to formally call for an investigation by the Competition and Markets Authority (CMA) into these alleged deceptive pricing practices.

Which? conducted an in-depth analysis of nearly 700 loyalty deals offered by Boots over a six-month period in 2025. This investigation uncovered 119 instances where deals were presented in a manner that could potentially mislead loyalty members into believing their savings were greater than they actually were. A prime example cited was the Avène XeraCalm AD Lipid-Replenishing Cream Moisturiser (200ml). During a loyalty offer, it was priced at £16.50 for members and £22 for others. However, immediately before this loyalty deal, the same product was available to all customers at £17.60 with a 'was' price of £22. Furthermore, after the loyalty deal concluded, it was again offered to all customers at £16.50, also with a 'was' price of £22. Which? argued that the consistent £22 'was' price was misleading to loyalty customers, as it did not reflect the actual price they would have paid immediately beforehand.

Superdrug, a direct competitor, was also found to employ similar tactics. An analysis of 6,000 deals at Superdrug revealed 162 instances that risked misleading customers. In these cases, the non-loyalty price during the promotion was found to be higher than the selling price both before and after the promotional period. For instance, an Oral-B pink electric toothbrush and travel case was promoted on a loyalty deal for £34.99, with a non-member price of £69.99. While appearing to be a significant saving, Which? found that the price for all customers immediately before and after the promotion was also £34.99 (reduced from £69.99).

Which? asserts that both Boots and Superdrug have consistently failed to accurately represent the true value of their loyalty promotions and savings. Sue Davies, Which? Head of Consumer Protection Policy, expressed concern, stating that Boots, a pioneer with its Advantage card, seems to be