FAQ Friday: What’s the story with pricing?

March 26, 2021

Every Friday, we share the answer to one of the most frequently asked questions (FAQ) from the hundreds of consumers who contact us each week. This week we take a look at some consumer questions on pricing.

What are the rules around the price of goods?

  • Prices must be displayed: Shops must display the price of goods they sell.
  • Prices must be clear: You should be given clear and accurate information on the price of goods so you can compare your options.
  • Prices must be in euro: The price must be displayed in euro. They may also be displayed in other currencies, such as sterling, as well.
  • Prices must be on or near the goods: Either through a shelf edge label, a price sticker or label on the goods, or a price list near where the goods are displayed.
  • Prices must include VAT: The price displayed must include VAT.

Is it the same when shopping online?

Yes, the same rules apply to goods sold online. The price must be displayed near the information about the goods on the website. If there are additional charges, such as a delivery charge, information on these must also be made available to you on the website.

Do the rules around additional charges also apply when shopping online from UK websites post-Brexit?

Yes. UK businesses selling goods into the EU must inform you of the total price before you pay.

What if a shop displays one price but charges a higher price – am I entitled to pay the lower price?

By law, shops must display the correct price and ensure it is not misleading. This means that the price shown must be the same as the price charged at the checkout. This also applies to prices shown for goods sold online.

If the price displayed is not honoured by the shop and you are asked to pay a higher price at the checkout, you do not have an automatic right to buy the item at the lower price. As long as the shop tells you before you pay that the higher price applies, you have the option to either buy it at the higher price or decide not to.

Top Tip

Human or technical errors happen sometimes, which can result in the wrong price being displayed either in a shop or on a website. However, if the shop does not take action to correct it within a reasonable timeframe, or where these kind of issues are ongoing, the shop may be in breach of consumer law in relation to misleading advertising.

In general, there are no price controls in Ireland. This means that, in most cases, there is no minimum or maximum price for goods or services. This is to allow competition among businesses so that they are free to  set their own prices.

A shop is not breaking the law by charging more than their competitors. If you feel that you are not getting good value, then you should shop around for a better price.

Contact us

If you have questions about pricing, or any consumer rights queries and would like to speak to a consumer rights expert, contact our dedicated helpline on 01 402 5555 or by clicking here.

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