Asda has said that it will overhaul its price promotion strategy after being criticised by the competition regulator.

The Competition and Markets Authority (CMA) has asked a number of supermarkets to review their promotions and agreed specific changes with Asda.

After a ‘super-complaint’ from consumer group Which? in 2015, the CMA has been at price promotions including multi-buys and ‘was/now’ offers.

The probe, which reviewed all supermarket promotions, was designed to investigate whether customers were being misled by confusing promotions in the sector.

Asda gave a commitment to the CMA to alter the way it presents its offers to customers, saying it takes pricing compliance “seriously”.