Head of Birmingham City Council's trading standards Sajeela Naseer
Media playback is unsupported on your device
Video

Trading Standards on what really counts as 'half price'

Tesco has been fined £300,000 after admitting it misled customers over whether strawberries on sale were genuinely "half price".

Trading standards officers said the £1.99 strawberries on sale in Sheldon, Birmingham, in 2011 had not been for sale at £3.99 long enough.

Birmingham City Council brought the prosecution after being alerted by customer Daphne Smallman, who has since died.

Head of Trading Standards at Birmingham City Council Sajeela Naseer told the BBC's Phil Mackie that most customers assumed that large retailers' offers were genuine.

"The point is - what is the established price? It's certainly not the £3.99!"

  • 19 Aug 2013
Go to next video: Can this store turn Tesco around?