It isn't deceit as the container deposit scheme in Western Australia is slated to commence in 2020, so there should not be any changes to prices in 2018.
One has to also remember that container deposit schemes exist in NSW, SA and NT, so the catalogue prices would include the relevant deposit...unlike that for the WA catalogue prices.
Woolworths and other food retailers are possibly correct in the impact of the price of some items at the cash register. If it is modelled on the NSW scheme, the manufacturer imposes the deposit on goods it manufacturers. The cost of the deposit is then passed through the wholesale costs to the supermarket and ultimately the consumer. This net increase in cost, if there were no additional costs to anyone in the supply and distributuon chain, would be zero if the container is returned for deposit and credit is given to the consumer for the returned container.
However, there are administration costs which can be indirectly imposed through the adoption of the scheme.
If a product is low cost, then the percentage increase in cost can be significant, especially if the deposit is not claimed back.
Furthermore, in NSW it has been found that only about 2/3 (from memory) of deposits are collected by the manufacturer have been returned to the consumer, through container returns. They have found that many rural consumers and those with low incomes/elderly (and those who can't be bothered) haven't been returning the containers as it either is not cost effective (a rural consumer costs to return are higher than the deposit) or inconvenient (such as not having a car to get to a return facility). If the deposit is not claimed by the consumer, the manufacturer currently keeps the deposit and it is added to their bottom line.
The above is one of the challenges of implementing such schemes as it can impose additional costs on those who are least able to afford additional costs.
Possibly a positive outcome is it could be like a sugar tax, many processed products which contain added sugar are likely to be in deposit packaging. If the cost goes up, the demand may go down.