Local MP Jo Swinson has vowed to fight for changes to the current unit pricing law. It's part of a new campaign for clear, simple labelling that includes a Private Members Bill in Parliament and teaming up with the consumer watchdog Which?
In the twenty-one days since Jo took up the fight almost 4,000 people have signed the pledge to get clearer unit prices in supermarkets on the Which? website. This is in addition to the 4,100 people who had already taken the pledge.
Jo is urging members of the public to sign the pledge and send pictures of bad examples to @whichaction using the hashtag #priceitright.
Commenting Jo Swinson said:
"I'll be meeting with the Minister responsible in the autumn and I hope that people power will make the difference.
"Thousands have already signed the pledge and I hope we collect as many signatures as possible to send a strong message about how widespread the problem of confusing price labels are.
"Help me change the law by signing the pledge for clear and simple pricing which you can do on my website atwww.joswinson.org.uk/priceitright."
According to a Which? survey of 1256 GB adults, weighted to be representative of the general population, surveyed between 15-17 Nov 2011 around 8 in 10 people are aware of unit prices and over half have used unit pricing when shopping for food.
The same Which? research found that three quarters of people who have used unit pricing say that it helps them make the most of their budget by allowing them to buy the best value product.
In June 2011, Which? carried out an online survey of 1009 members of the public weighted to be representative of the British population to establish the reaction to increasing food prices. It revealed that seventy two per cent of people found it annoying when items are not priced by unit and less than half (46 per cent) thought that the print on shelf labels giving the unit price was large enough to easily read.
The November 2011 research on unit pricing found that while 81 per cent were aware of unit pricing, only 55 per cent were using it – the top reason for not doing so being that it is too time consuming (34 per cent) and difficult to compare when measurements are not consistent (29 per cent).