From Yahoo Finance: 2025-06-09 07:37:00

UK retailer Sports Direct is under scrutiny for pricing tactics after an investigation by Which? raised concerns about reference prices on its website, suggesting advertised savings may not be genuine. The findings prompted a call for the UK Competition and Markets Authority to investigate.

Which? researchers analyzed 160 products on Sports Direct’s website, finding instances where higher reference prices used for savings did not seem authentic. The investigation focused on recommended retail prices (RRPs) and related terms like MSRPs and SRPs on the site.

Despite using RRPs to showcase savings, Sports Direct has faced suspicions from Which? readers regarding the legitimacy of these prices. The Advertising Standards Authority notes consumers may view RRPs as standard market prices, potentially perceiving Sports Direct’s pricing as a bargain.

Which? found that competitors were not selling products at the RRPs or MSRPs quoted by Sports Direct, with many offering equal or lower prices. This casts doubt on the authenticity of the reference prices used by the retailer.

The Sports Direct brand is owned by British retailer Frasers Group, which entered a multi-year retail partnership with Accent Group to introduce and manage the Sports Direct brand in Australia and New Zealand in April 2025.



Read more at Yahoo Finance: Which? accuses Sports Direct of misleading pricing tactics