Two major high street pharmacies have been misleading customers with hundreds of 'deals' which are not what they seem, a consumer watchdog has warned. Boots and Superdrug have both been offering loyalty scheme prices on products that were cheaper to regular customers just days before, research by Which? believes that the £22 'was' price would have been misleading to its loyalty customers, because that wasn't the price they would have paid immediately before. Research also revealed that the majority of customers use the loyalty scheme when shopping at the chains. 'We welcome the loyalty pricing report from the CMA and the clarification it provides.