The members of FCD (Federation du Commerce et de la Distribution - Trade and Retail Federation) which counts Carrefour, Auchan, Casino, Cora, Louise Delhaize, Lidl, Super U, Spar amongst its members has sent a hoint proposal to the French Government pleading for comparative price advertisements to be rendered illegal.

The move follows a long history of price battles which started more than 10 years ago and which has become increasingly fierce in recent months. Fears of price cuts contributing to a deflationary consumer price index trend combined with an increasingly confused consumer trying to make sense of the mixed price messages to make the best choice, have long called for the topic to be escalated to

Shortly after the FCD’s communication Leclerc released an official press release denouncing the initiative and accused the FCD of trying to mask significant price gaps between formats, most notably small formats vs hypermarkets. Leclerc also took the opportunity to re-enforce its aim of remaining the reference every day low price retailer in the market.

Leclerc continues to hold its position in the French market despite having split from the Coopernic association back in 2013. The retailer continues to operate in a lean fashion helped by its de-centralized operating model and has continued to pursue its strategic objectives.