Are loyalty cards being used to conceal price increases?

Consumer group Which? are of the view that two of the UK's biggest supermarkets - Tesco and Sainsbury's - are being less than straightforward with their pricing policies, and are using loyalty card scheme discounts to conceal price increases.

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BBC News: Sainsbury's and Tesco loyalty card prices not as good as they seem, says Which?

Sky News: Tesco and Sainsbury's using 'potentially dodgy tactics' with loyalty card prices, Which? claims

WHICH: Which? uncovers dodgy-looking supermarket loyalty discounts

Of course, the supermarkets have denied this, but Which? have passed details of their research onto the Competition and Markets Authority, and irrespective of whether they've done anything illegal, it will be interesting to see if there's any reputational damage that stems from this.