Which one? Sports directly condemn misleading pricing tactics
UK retailer Sports Direct is facing surveillance on pricing tactics following a survey by a UK nonprofit consumer group.
The group has raised concerns about the use of reference prices on the company’s website, suggesting that the advertised savings may not be authentic. The findings call for the UK Competition and Markets Agency (CMA) to investigate the issue.
Which one? The researcher said he analyzed prices for 160 products on the Sports Direct website and identified instances where the higher reference prices used to indicate savings were no longer authentic.
This study targeted the use of recommended retail price (RRP) and related conditions such as manufacturers suggesting retail price (MSRP) and suggesting retail price (SRP) at retailer’s site.
Sports Direct is known to use RRP to showcase potential savings to its customers. But which one? Readers frequently report suspicions about these RRPs, and sports directs recurring subjects of concern.
According to the Advertising Standards Authority (ASA), consumers are likely to interpret RRP as standard market prices, and Sports Direct pricing could be perceived as an important bargain.
But which one? The investigation said it revealed that other online retailers were not selling their products at the RRP or MSRP level cited by Sports Direct. We found that competitors’ prices are often lower than those offered by Sports Direct.
The Sports Direct brand is owned by British Sportswear and fashion retailer Frasers Group.
April 2025, Fraser Participated in a multi-year retail partnership with Accent Group Introducing and manage sports direct brands in Australia and New Zealand.
“Directly accusing a misleading price tactic if either of them is misleading” was originally created and published Retail Insights Networka brand owned by GlobalData.
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