SHOPPERS get a raw deal in Britain.

There's plenty of choice, and no trouble with supplies. It's just the prices.

Many cars cost thousands of pounds more to buy over here than in the rest of Europe; they are dearer to tax and run - with petrol and diesel prices again far dearer than the rest of Europe, even the world.

It is said, for instance, that a lorry driver can save £300 a tank by filling up in France rather than in England.

Cigarettes are almost prohibitively expensive because of duty. The Government consistently increases the tax on tobacco to discourage the deadly habit without going the whole hog and banning smoking outright.

The price of electrical goods is kept high by the complex maze of major high street retailers.

And then there is duty on alcohol - 33p on every pint of beer, compared with only 5p in France.

So power to Asda's elbow for once again challenging the rules over designer-goods pricing.

The supermarket chain's Monks Cross store is one of 200 Asdas around the country slashing the price of designer sunglasses with famous names like Rayban and Gucci.

Both Asda and Tesco decided last autumn to ignore the threats and protests of exclusive goods manufacturers by offering branded leisure wear at hugely discounted prices.

Nike, Levi's, Adidas, Calvin Klein and other designer-name goods were sold well below normal high street prices.

That resulted in a restrictive European ruling which put the interests of big business before those of the consumer.

So Asda is at it again. Good.

The supermarket giant is championing the cause of the consumer. Someone has to.

If the company can get hold of designer stock and sell it at reasonable prices all the better.

Then people will not be encouraged to buy affordable, but illegal, designer fakes.

Similarly, they would not buy black market booze and tobacco if normal prices reflected at least those of our European partners.

Converted for the new archive on 30 June 2000. Some images and formatting may have been lost in the conversion.