A new set of supermarket rules has come into effect across the UK in June 2026, overhauling pricing transparency, promotional displays, and sustainability standards. The legislation affects major retailers including Tesco, Morrisons, Sainsbury's, Asda, Aldi, Waitrose, and Lidl.
Core Reforms Target Loyalty Schemes and Pricing
The reforms address growing reliance on two-tier loyalty schemes such as Tesco's Clubcard and Sainsbury's Nectar. Retailers are now legally prohibited from hiding standard costs or giving prominence to member discounts without clear context. Supermarkets must display the standard retail price directly alongside the loyalty-discounted price on all shelf labels. Specific eligibility conditions for the lower loyalty price must be shown next to the product, ensuring consumers can easily see what is required to access the promotion.
Knowledge Lawyer Alexa Lamont said: "The reforms are designed to enhance transparency and make it easier for shoppers to compare products across a wider range of goods."
Expanded Unit Pricing to Tackle Shrinkflation
The regulations expand unit pricing rules, requiring stores to list the cost per standard weight or volume (e.g., per 100 grams or per litre). This mandatory disclosure now covers a wider selection of everyday packaged goods previously exempt, including cereals, pasta, dried fruits, detergents, cosmetics, and household cleaning products.
To tackle shrinkflation—reducing product size, weight, or quantity while keeping the price the same—the law mandates unit prices formatted using standardised metric measurements across all stores. Supermarkets can no longer mix different units on the same shelves, enabling direct like-for-like value comparisons regardless of packaging dimensions.
Environmental Standards for Supply Chains
Supermarkets face rigorous new environmental standards targeting international supply networks. Retailers are legally required to ensure essential everyday goods do not come from illegally deforested land. This requirement targets high-risk products: palm oil, soy, cocoa, and rubber.
Nature Minister Mary Creagh said in an official GOV.UK statement that tackling global deforestation is one of the most effective ways to address climate change and protect unique wildlife.
