Sports Direct is facing scrutiny from consumer watchdog Which? over allegedly misleading pricing practices that may breach consumer protection laws.

A Which? investigation examined 160 products on SportsDirect.com and found numerous examples where recommended retail prices (RRPs) appeared to exaggerate potential savings for customers. The consumer group has now called on the Competition and Markets Authority to investigate the retailer's pricing tactics.

The investigation revealed that for 58 of the 160 products analysed, no other retailer was found selling them at or above Sports Direct's reference price. This raised questions about whether the advertised savings were genuine.

"In our view, some of Sports Direct's uses of RRPs and MSRPs could be 'misleading actions' under the Consumer Protection from Unfair Trading Regulations 2008," Which? stated in its report.

A particular concern highlighted by Which? relates to Sports Direct's parent company, Frasers Group, which owns numerous brands sold through Sports Direct stores. The Advertising Standards Authority has previously stated that if a retailer is the only seller of a product and has set the price themselves, referring to it as an RRP is unlikely to be acceptable.

One example cited involved a Jack Wills hoodie advertised at £24 with a manufacturer suggested retail price of £54.99. However, Which? found that Jack Wills is owned by Frasers Group, and the hoodie was only available through Frasers Group retailers, with most selling it at the £24 price point.

When examining 73 Frasers Group own-brand products, Which? found that 53 were sold at or above the SportsDirect.com reference price at other retailers - but these were all websites owned by Frasers Group.

The research was conducted across February, March and April 2025, as part of Which?'s broader campaign to strengthen consumer protection against misleading pricing practices. The organisation has previously challenged other retailers over similar issues, including Ticketmaster's handling of Oasis ticket sales.

Sports Direct did not provide a comment for publication when approached by Which?.

The investigation forms part of Which?'s ongoing work to improve pricing practices across the retail sector and ensure businesses comply with consumer protection laws.

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