Same EU rule is circumvented by some shops by having the comparison prices in mismatched dimensions (volume Vs weight Vs unit).
But on average, with pretty much everything else, it works just fine.
I suppose its still possible to game with own label goods, from what I've observed it only seems to come up in a limited range of goods, sauces and suchlike.
I havent weighed a litre of oil, but a litre of water is a kg, so water based goods should be fairly comparable ml to g, that's the basis I work on anyway.
Yeah, you can easily multiply the number by 10, but it requires conscious attention.