- 27 Feb 2011
Contractually, you are correct.This is itself a gesture of goodwill. Retailers are not obliged to honour prices on shelf-edge labels.
However, potentially the retailer may be committing a criminal offence under the Consumer Protection from Unfair Trading Regulations 2008. If, for example, they had intentionally displayed an incorrect price (what the regulations call 'bait advertising') or carried on displaying the incorrect price after the mistake being discovered. That's why most reputable retailers will honour the price shown on an incorrect price ticket. (Although probably not when a £1,000 product is priced at £10!)