Which? has called for an investigation into Boots and Superdrug after claiming to have uncovered hundreds of potentially “dodgy loyalty deals”.
The UK consumer review publisher – which tests products and campaigns for fair treatment – has accused the retailers of misleading consumers on some deals and is calling on the Competition and Markets Authority (CMA) to investigate further.
This call to action followed an analysis by Which? of an estimated 700 loyalty deals from Boots during a six-month period in 2025.
The consumer champion also claimed to have scrutinised more than 6,000 deals at Superdrug.
In response to the claim, a Superdrug statement read: "As an accessible health and beauty retailer, we strive to deliver value to all our customers, and especially our Health & Beautycard members, who save more with our most competitive pricing and a range of points and reward opportunities.
"Across the year we offer regular promotions to all customers, as well as favourable members-only pricing. This ensures our pricing is competitive across the market, but also that our most loyal shoppers can purchase at the best prices most frequently via member events.
"We always aim to offer value and savings to customers ensuring we are clear, fair and reward loyalty."
A Boots spokesperson also told Cosmetics Business: “At Boots, we strive to deliver great value for money for our customers every day.
“Boots Advantage Card members benefit from earning points on their purchases, enjoy an ongoing 10% discount on Boots own brand products, and have access to exclusive promotional prices.
“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”
Which?’s accusations about Boots and Superdrug’s loyalty deals explained
Which? claims to have found that 119 Boots deals were presented in a way that could potentially mislead loyalty members into thinking that the savings were better than they actually were.
Avène’s XeraCalm AD Lipid-Replenishing Cream Moisturiser (200ml) cost £16.50 for loyalty members and £22 for everyone else while on special offer, according to Which?’s new report.
However, immediately before this deal, Which? has claimed it was on an all customer promotion priced at £17.60 with a ‘was’ price of £22.
Following the loyalty deal,
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