analysed more than 7,000 online loyalty deals on branded products at Boots and Superdrug to see just how many were likely to be genuine. Deals at Boots risk misleadingWe found a worrying 17% of these short-term loyalty deals at Boots used a higher non-loyalty price during the promotion than the selling price immediately before and after it. We used guidance from the Competition and Markets Authority (CMA) to assess the loyalty deals at both Boots and Superdrug. On this measure, a further 8% (54 deals) at Boots and 7% (442 deals) at Superdrug ran the risk of being misleading. At Boots, most loyalty deals (78%) were on own-label products, while just 22% were on branded items.