Aylesbury retailers warned about 'price gouging' - consumers urged to report price hikes during coronavirus pandemic

The CMA said that it would also take action against shops advertising misleading claims about protectiveness of specific items.

There have been reports circulating on social media that bottles of dettol were being sold for as much as £25 earlier last week, however we were unable to verify these claims.

It's estimated that hand sanitiser sales were up 255 per cent in February alone, according to research company Kantar.

The CMA chief Executive Andrea Coscelli said: "The Competition and Markets Authority (CMA) wants to ensure that traders do not exploit the current situation to take advantage of people.

"It will consider any evidence that companies may have broken competition or consumer protection law, for example by charging excessive prices or making misleading claims about the efficacy of protective equipment. And it will take direct enforcement action in appropriate cases.

"|n addition, the CMA will assess whether it should advise Government to consider taking direct action to regulate prices."

Watchdog chairman Lord Tyrie added: "We will do whatever we can to act against rip-offs and misleading claims, using any or all of our tools; and where we can’t act, we’ll advise government on further steps they could take, if necessary."

Buckinghamshire and Surrey trading standards have been approached for comment.

To report price gouging, please click here.