The Office of Fair Trading (OFT) has accused men's apparel retailer The Officers Club of consistently using misleading advertisements, Newcastle's Evening Chronicle has reported.

According to the OFT, the Northumberland-based company regularly claims to offer its customers 70 per cent discounts to "create the impression that the company is offering a reduction from genuine previous prices."

The watchdog said it believed the supposed reductions were actually The Officers Club's normal selling prices and the alleged higher prices had been fabricated.

As such, a claim has now been issued in the High Court under the Enterprise Act and Control of Misleading Advertisements Regulations for an injunction against the firm and its director Dave Charlton.

"Price cuts are a competitive strategy and good for consumers," OFT spokesman John Vicker said.

"(However,) traders should not mislead customers by advertisements that imply the prices on offer are cut from genuine higher prices when they are not."

The Officers Club operates about 190 stores throughout the UK.