Rami Levi may not be cheapest

Director-general of the Rami Levi supermarket chain, Rami Levi is being accused of false advertising, by the Overseer of Consumer Protection.

The Overseer of Consumer Protection in the Industry, Trade and Labor Ministry, attorney Yitzhak Kimche, told the director-general of the Rami Levi supermarket chain, Rami Levi, on Monday, that he must either remove the signs from his stores advertising the lowest prices in the country or effectively prove that every single item in his stores is, in fact, priced lower than identical items in all of the country's food retailers. "This is something extremely difficult to do and until it is done, Rami Levi may be advertising falsely," Kimche said.