The price at the register is higher than the price on the tag: What rights does the customer have, and how should they handle this situation?

Many consumers are familiar with the situation where, when choosing a product in a store, they rely on the price listed on the shelf or display, only to find that the price is higher at the register. Store employees often explain this as a technical error, a delay in replacing price tags, or a delay in updating information in the electronic system. However, is the customer obligated to accept this situation? The answer is unequivocal—no.

What are a salesperson’s responsibilities?

Under consumer protection laws, the seller is required to provide the buyer with complete, accurate, and timely information about the product, including its price. It is on the basis of this information that the consumer decides whether to purchase the product.

The price tag displayed next to the product effectively constitutes an offer by the store to sell the product under specified terms. If a buyer selects a product based on the price listed, they have a legitimate expectation that this exact price will be applied at checkout.

Therefore, the store must ensure that price tags are up to date and that the information displayed on the sales floor matches the data in the point-of-sale system.

What to Do If the Cashier Quotes a Different Price

It is not uncommon for shoppers to be told that the price has already been updated in the database, but that the staff have not yet had time to update the price tags on the shelves. However, such explanations cannot serve as grounds for imposing negative consequences on the consumer.

If the price of an item at the register differs from the price listed on the price tag, the customer has the right to demand that the item be sold at the exact price that was listed when the item was selected.

Internal organizational issues at the store, staff errors, or technical glitches should not result in additional costs for the consumer.

How to Protect Your Rights

If a store refuses to sell an item at the price listed on the price tag, you should document the violation. To do so, we recommend that you:

• take a photo or video of the item along with the price tag;
• speak with a store manager or supervisor;
• leave a written complaint in the feedback and suggestions book;
• record the name of the business and the address of the retail establishment;
• file a complaint with the local office of the State Service of Ukraine for Food Safety and Consumer Protection.

Having photographic or video evidence makes it much easier to prove that consumer rights have been violated.

Where to File a Complaint

If the store management refuses to resolve the situation, the consumer has the right to contact the State Service of Ukraine for Food Safety and Consumer Protection. The regulatory authority may conduct an inspection of the business entity’s operations and provide a legal assessment of its actions.

If violations are found, the measures provided for by law may be applied to the seller.

If the price of a product at the register is higher than the price listed on the price tag, the buyer is not obligated to accept that price. The law protects the consumer’s right to receive accurate information about the product and to demand that the product be sold at the price that was indicated when it was selected.

Knowing your rights helps you avoid unnecessary expenses and effectively protect your interests in dealings with sellers.

If you have any questions regarding consumer protection or other legal aspects of your dealings with businesses, please contact the attorneys at the “Strategic Advocacy” Law Firm. Our specialists will help you assess the situation and choose the most effective way to protect your rights.