Two major high street pharmacies have been misleading customers with hundreds of ‘deals’ which are not what they seem, a consumer watchdog has warned.
Boots and Superdrug have both been offering loyalty scheme prices on products that were cheaper to regular customers just days before, research by Which? has revealed.
They are now calling for the regulator, Competition and Markets Authority (CMA), to investigate.
The consumer watchdog looked into nearly 700 loyalty deals from Boots during a six–month period in 2025 and found that 119 were presented in a way that could mislead loyalty members into thinking that the savings were better than they actually were.
For example, at Boots the Avène XeraCalm AD Lipid–Replenishing Cream Moisturiser (200ml) cost £16.50 for loyalty members and £22 for everyone else while it was on special offer.
However, immediately before this deal it was on an all customer promotion priced at £17.60 with a ‘was’ price of £22.
Then immediately after the loyalty deal it was again on an offer for everyone, this time priced as £16.50 with a ‘was’ price of £22.
Which? believes that the £22 ‘was’ price would have been misleading to its loyalty customers, because that wasn’t the price they would have paid immediately before.
The consumer watchdog looked into nearly 700 loyalty deals from Boots during a six–month period in 2025 and found that 119 were presented in a way that could mislead loyalty members
The same tactic was carried out at competitor Superdrug.
Analysis of 6,000 deals at Superdrug found that 162 risked misleading their customers as the non–loyalty price was higher during the promotion than the selling price before and after it.
The research team found that they were advertising an Oral–B pink electric toothbrush and travel case being promoted on a loyalty deal of £34.99 with a non–member price of £69.99.
At a glance this appears to be a good saving, but the price for everyone immediately before and after the promotion was £34.99 (reduced from £69.99).
Which? believes that Boots and Superdrug have repeatedly failed to accurately present loyalty promotions and savings.
They are now calling on the regulator to investigate.
Sue Davies, Which? Head of Consumer Protection Policy, said: ‘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’ 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.
‘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.’
Analysis of 6,000 deals at Superdrug and found that 162 risked misleading their customers as the non–loyalty price was higher during the promotion than the selling price before and after it
This follows a major report last year by CMA that found that supermarkets were offering genuine savings through their loyalty scheme.
As part of that report they concluded that loyalty promotions most likely to be problematic are those where the selling price is lower before and after the loyalty deal than the non–loyalty price during the promotion.
Which? claim that they have found hundreds of such examples from Boots and Superdrug.
Research also revealed that the majority of customers use the loyalty scheme when shopping at the chains.
At Boots around 58 per cent of shoppers use their scheme, the ‘Advantage Card’, rising to 70 per cent among regular shoppers.
While at Superdrug 35 per cent of people who ever shop there use a loyalty card, increasing to 50 per cent of regular shoppers.
In response a spokesperson for Boots said: ‘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 per cent 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.’
A spokesperson for Superdrug said: ‘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.’
