Retail watchdog targets high prices

British shoppers are 'paying over the odds'

British shoppers are paying up to twice as much for basic goods than shoppers in the United States, according to research.

The Consumers' Association is campaigning for a cut in the cost of branded and designer goods to give shoppers in Britain a fairer price.

The watchdog blames European trade directives for the disparity and is calling for them to be scrapped.

It says the directives effectively force retailers in Britain to import goods from the most expensive suppliers.

This European law is a smokescreen for price fixing

Sheila McKechnie
Consumers' Association

The association's director, Sheila McKechnie, condemned the EU regulations.

"This European law is a smoke screen for price fixing as it is allowing brand owners to charge consumers high prices in the UK and the rest of Europe," she said.

The campaign by the Consumers' Association has the support of the Parallel Trade Association which represents so-called "grey" importers.

They risk prosecution by flouting regulations and sourcing goods from anywhere in the world to get the cheapest deal.

Stocking fillers

The Consumers' Association says British shoppers are paying over the odds for many common Christmas stocking items.

Barbie: More expensive to British shoppers

It revealed that three such items - a Barbie doll, a chart CD and a pair of Calvin Klein underpants - would cost the equivalent of $50 in the UK compared to $33 in the US.

"Our message to the European Commission is 'change this law and give us all a cheaper Christmas'," said Sheila McKechnie.

Supermarkets Tesco and Asda are also backing the campaign.

Tesco spokeswoman, Christine Cross, said the chain's buyers often had to use subterfuge to throw off investigators when conducting "grey" market deals.

She said Tesco was now introducing a "grey market" Christmas list putting a range of cut-price, "grey"-imported luxury goods, like Pokemon-T shirts and Polo boxer shorts, on sale in Britain for the first time.