Price Display Discrepancy at Asda Store
Consumer Rights and Responsibilities
Under consumer protection laws, retailers must ensure price displays are clear, accurate, and not misleading. When discrepancies occur, consumers have the right to:
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Challenge incorrect pricing
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Request verification of displayed prices
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Provide evidence (such as photographs) of displayed prices
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Escalate issues to store management
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Report persistent problems to consumer protection authorities
Key Takeaways
This case demonstrates several crucial points for consumers:
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Always check prices: Compare displayed prices with those charged at checkout
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Keep evidence: When possible, photograph price displays if they seem unusually low or if you suspect potential issues
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Stand firm: Politely but firmly insist on your consumer rights
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Escalate when necessary: Don't hesitate to request supervisor or manager intervention
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Report violations: Document and report systematic pricing issues to relevant consumer protection organisations
Consumer Action Points
If you encounter price discrepancies:
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Immediately bring it to the attention of store staff
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Request verification of the displayed price
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Document the discrepancy with photos if possible
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Ask to speak with a manager if initial attempts to resolve the issue are unsuccessful
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Report significant or repeated violations to consumer protection authorities
Consumer Watchdog- CPB Calls for Fair Treatment
Crawley 24th November 2024
Standing Up for Consumer Rights: Misleading Pricing at Asda
In an incident happened today at an Asda store in West Sussex, a vigilant consumer successfully challenged misleading price labelling, highlighting the importance of consumer awareness and advocacy. The case serves as a reminder that shoppers must remain alert and prepared to assert their rights when faced with pricing discrepancies.
The Incident
A customer visiting the West Sussex Asda store selected pineapples clearly labelled at £0.99 each (as shown on the photo below). However, upon reaching the checkout, they were charged £1.91 per pineapple - nearly double the displayed price. When the customer questioned this discrepancy, the following events unfolded:
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The customer immediately raised the issue with the cashier, citing the displayed price
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A supervisor was called to verify the customer's claim
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The supervisor confirmed the £0.99 price display
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Despite this confirmation, customer service initially refused to honour the displayed price
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Only after the customer identified themselves as a Consumer Protection Bureau (CPB) member and provided photographic evidence did management agree to honour the advertised price
A Pattern of Concern
This incident is particularly troubling as it appears to be part of a broader pattern. Similar pricing discrepancies have been reported at Asda stores previously, raising concerns about systematic issues in price display accuracy. Consumers who don't carefully check their receipts may unknowingly pay more than the advertised prices.
Moving Forward
The Consumer Protection Bureau continues to monitor such incidents and encourages consumers to report similar experiences. Remember: your vigilance not only protects your own rights but also helps maintain fair trading practices for all consumers.
Remember, an informed and assertive consumer is the best defence against unfair trading practices. Don't hesitate to stand up for your rights - they exist to protect you.
This article was published by the Consumer Protection Bureau as part of our ongoing commitment to consumer advocacy and education.
