Kingston Trading Standards has helped stop misleading pricing by The Officers Club stores nationwide, after reporting problems at the Kingston store to the Office of Fair Trading (OFT).

The chain of stores, one of which is located in the Bentall Centre, and has a window on to busy Clarence Street, was reprimanded by the OFT recently for its permanent 70 per cent off strategy.

It said the strategy created a misleading impression that the company was offering a reduction from its own previous prices when they were in fact the standard selling prices.

Kingston's chief trading standards officer, Ted Forsyth, said: "We were concerned about their method of trading and sent a report to the OFT asking them to investigate with a view to taking action, as I did not feel we would be able to proceed under the legislation we enforce. We have continued to obtain and pass information to the OFT throughout their lengthy investigation."

The High Court agreed with the OFT that in order for the 70 per cent reduction signs to be allowed, the same goods would have to have been on sale at the higher price in significant quantities for a sufficient length of time.

Executive member for trading standards Councillor Simon James said: "Misleading advertisements distort competition and consumer choice.

"Kingston trading standards has been crucial in securing fair trading for businesses. I am delighted both with the outcome and that the OFT worked with us in a positive way."

drankin@london.newsquest.co.uk