Between 21 April 2015 and 16 July 2015 the Competition and Markets Authority have investigated pricing practices in the grocery industry following a super-complaint by Which?. The CMA's response was heralded by the executive director of Which? as confirming that " hundreds of misleading offers on the shelves [] do not comply with the rules " and that supermarkets are now put on notice to " clean up their practices or face legal action ".