The Commerce Commission is investigating allegations that Countdown has been advertising specials when the products are not discounted.
A spokeswoman for the Commerce Commission today confirmed an investigation was launched this week after receiving a number of complaints.
An original complaint was laid alleging Countdown was "misleading consumers with specials tags that may not have actually been a discount'', Commerce Commission spokeswoman Allanah Kalafatelis said.
Since the original complaint, more shoppers have come forward with similar issues, and an investigation was launched this week.
It was still in its early stages, she said.
