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Shelf Prices Vs Till Prices.
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General_Grant said:Legally the till price is inviting the customer to purchase at that price. The customer can accept or refuse to purchase.
(The fact that generally supermarkets honour the shelf edge label is simply good customer relations.)
That's true as far as contract law is concerned, but under consumer law it is illegal to mislead consumers on price (which includes putting the wrong price on the shelf). You don't have a right to purchase at the shelf price but you can report it to Trading Standards and the shop can be fined.0
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