Don’t Get Tricked at the Checkout: Why You Must Verify Your Food Prices!

In a recent investigation by the Office of Fair Trading (OFT), shoppers have been urged to double-check the prices they are charged at the till, following alarming findings regarding misleading advertised prices and unfulfilled promotional offers. The OFT inspected 31 stores and discovered critical discrepancies — with half of these stores receiving advisory notices for issues like:

• Mismatched Prices: The amount customers paid often did not align with what was displayed on shelves.

• Expired Promotions: Some stores continued to advertise discounts that had already lapsed.

• Misleading Labels: Poor labeling practices contributed to confusion about pricing and offers.

Tim Glover, chairman of the OFT, expressed disappointment over the prevalence of these issues, calling for clearer communication of prices that includes VAT to avoid misleading indications such as false reductions or hidden charges. Although further inspections resulted in most retailers correcting their pricing errors, Glover acknowledged the limitations of oversight, stating it is impossible to monitor every retailer constantly. Therefore, he emphasized the importance of consumers reporting any discrepancies to the OFT, as misleading price representations are considered an offense. While some pricing errors may be genuine mistakes, retailers are not legally bound to sell items at incorrect prices. Consumers are encouraged to anonymously report any misleading prices, confusing offers, or claims of false advertising. Stay vigilant and ensure you’re not paying more at the checkout than what’s advertised!