High Street Pharmacy Giants Accused of Deceptive Loyalty Pricing
Two of Britain's leading high street pharmacy chains have been accused of misleading customers with hundreds of promotional 'deals' that exaggerate savings for loyalty scheme members, according to a damning investigation by consumer watchdog Which?.
Investigation Uncovers Widespread Misleading Practices
The comprehensive research examined nearly 700 loyalty deals from Boots during a six-month period in 2025, discovering that 119 were presented in ways that could mislead Advantage Card members about the true value of their savings. Similarly, analysis of 6,000 deals at Superdrug found 162 promotions that risked misleading Health & Beautycard members through questionable pricing tactics.
Which? is now calling for the Competition and Markets Authority (CMA) to launch a formal investigation into what they describe as systematic failures by both retailers to accurately present loyalty promotions and genuine savings to their customers.
Specific Examples of Problematic Pricing
The investigation revealed specific instances where loyalty scheme pricing appeared deliberately misleading. At Boots, the Avène XeraCalm AD Lipid-Replenishing Cream Moisturiser (200ml) was offered to loyalty members at £16.50 with a 'was' price of £22. However, immediately before this promotion, the same product was available to all customers at £17.60 with the same £22 'was' price. Immediately after the loyalty deal ended, it returned to £16.50 for everyone.
"This creates the false impression that loyalty members are getting exclusive savings when in reality they're often paying the same or similar prices to regular customers," explained the Which? research team.
At Superdrug, researchers identified an Oral-B pink electric toothbrush and travel case promoted on a loyalty deal at £34.99 with a non-member price of £69.99. While this initially appeared to represent significant savings, the investigation revealed that the price for all customers immediately before and after the promotion was also £34.99 (reduced from £69.99).
Industry-Wide Concerns About Pricing Transparency
These findings follow a major CMA report last year that examined supermarket loyalty schemes and identified specific problematic practices. The regulator concluded that loyalty promotions most likely to mislead consumers are those where the selling price is lower before and after the loyalty deal than the non-loyalty price during the promotion period.
Sue Davies, Which? Head of Consumer Protection Policy, commented: "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."
Significant Customer Impact and Retailer Responses
The investigation revealed that loyalty schemes are extensively used by customers at both chains. Approximately 58% of Boots shoppers use the Advantage Card, rising to 70% among regular customers. At Superdrug, 35% of shoppers use a loyalty card, increasing to 50% among regular patrons.
In response to the allegations, a Boots spokesperson stated: "At Boots we strive to deliver great value for money for our customers every day. 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 Superdrug spokesperson responded: "As an accessible health and beauty retailer, we strive to deliver value to all our customers, and especially our Health & Beautycard members. Across the year we offer regular promotions to all customers, as well as favourable members-only pricing. We always aim to offer value and savings to customers ensuring we are clear, fair and reward loyalty."
Calls for Regulatory Intervention
Which? has urged the CMA to take decisive action, with Sue Davies adding: "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."
The consumer watchdog maintains that both retailers have repeatedly failed to present loyalty promotions accurately and that hundreds of examples of potentially misleading pricing have been identified across their respective schemes.
