All of the high street’s leading supermarkets (save for Asda which are still considering the proposals) have agreed to work within a set of principles developed by the OFT to ensure shoppers are getting what they expect when taking advantage of a promotion or special offer. Concerns that shoppers could be confused by the way prices are displayed, advertised or promoted led to an investigation into practices in the supermarket sector which, while finding no  breaches of the law on acceptable promotional practices, did highlight some concerns around how the law is interpreted and applied. By introducing these principles and inviting the major supermarkets to sign up to them, the OFT aims to tackle those concerns and encourage fair and transparent pricing. Click here to read the press release by the OFT.