Supermarkets 2: labeling

Haven't you noticed how sometimes supermarkets try to con you with labeling?

The other day I was in Tesco and they were selling goldens (apples) either by the bag (of 10) or by kg. Fruits and Vegetables aren't the only case, but the most common offender. Sainsbury does the same (and their fish counter is worse).

By doing this, they prevent consumers to compare, usually between their own brands and cheaper bulk products. This is not only dishonest but also contradicts, at least the intent of, the EU DIRECTIVE 98/6/EC OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL
of 16 February 1998 on consumer protection in the indication of the prices of products offered to consumers (wordy?).

I wrote to both Tesco and Sainsbury (after complaining many times verbally about fist at Sainsbury and filling in forms about labeling at Tesco's). Let's see...