Story perspectives

Consumer Watchdog Alleges Boots and Superdrug Mislead Loyalty Customers

1/30/2026

Summary

Story summary

Which? (the consumer watchdog) warns Boots UK Limited and Superdrug mislead customers with loyalty pricing, as research shows deals appear more favorable.
Boots' loyalty price for a moisturiser was £16.50, vs £17.60 before the promotion.
Superdrug advertised a toothbrush at £34.99 for loyalty members.
Which? calls for an investigation by the Competition and Markets Authority.
Both Boots and Superdrug say they strive for transparency and value in pricing.

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Story summary

Which? (the consumer watchdog) warns Boots UK Limited and Superdrug mislead customers with loyalty pricing, as research shows deals appear more favorable.
Boots' loyalty price for a moisturiser was £16.50, vs £17.60 before the promotion.
Superdrug advertised a toothbrush at £34.99 for loyalty members.
Which? calls for an investigation by the Competition and Markets Authority.
Both Boots and Superdrug say they strive for transparency and value in pricing.