If the price of an item displayed on the shelf at a store differs from the price charged for the item at the checkout, the retailer selling the item is obliged by law to sell the product at the lower price. The only exception if it is obvious that a mistake has been made. The same applies to prices quoted in an advertising leaflet.
Difference between the price on the shelf and the price at the till? The lower price is applicable
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It is also forbidden to charge 2 different prices for an identical product in the same shop. If this is the case the retailer can be made to sell the product at the lowest price quoted. Retailers that put up notices saying that “The only correct price is the price at the till" are acting unlawfully.
The Federal Economy Department spokeswoman Lien Meurisse told VRT News that “As a consumer, you always have the right to purchase the goods at the lowest price regardless of whether this is the price given on the shop shelf, at the checkout or in the leaflet. There is an exception though, if the price given was clearly a mistake. For example, a computer with a price tag stating 49 euro instead of 499 euro will not be able to be taken home for the lower price”.
Speak to the retailer if you notice the wrong price is being charged. They should be aware of the legislation and most deal will react in a customer-friendly manner.
What if the shop won't adjust the price?
“If the shop still refuses to charge you the lower price, it is best to report this to the Economic Inspectorate. This can result in an investigation being opened and if necessary, the Inspectorate can oblige the trader to comply with the rules”.
However, the Economic Inspectorate cannot enforce the discount for you personally and awaiting the results of an inspection could take some time. In the when face with a stubborn that refuses to comply you are sometimes a bit of a weak position as a consumer. The only a court can issue a binding ruling in this kind of case.
Usually, however, it is not worth taking legal action for such a low amount because of the costs involved. Of course, as a consumer, you can decide not to buy the product from that shop if you don't get it at the right price.
If you only realise afterwards that you did not get a certain discount, it is best to contact the shop as soon as possible. Ask them to refund the difference.
Please note that a retailer is not legally obliged to give you a receipt. This sometimes makes it more difficult to check your purchases.
“No loyalty card, no discount”
A shop may refuse to give you a discount if you do not have a loyalty card. Lien Meurisse told VRT News that “It is permissible for a retailer to only give discounts to people with loyalty cards on provision that this has been stated clearly from the outset”. However, during the sales the price reductions must apply to all.
Some shops choose to offer only digital loyalty cards. People without smartphones sometimes miss out on discounts for this reason. This too is allowed by law.
“Retailers are allowed to choose whether to use a physical or digital loyalty card. If they only offer a digital loyalty card and only give discounts to people with the card this is allowed by law”, Lien Maurisse told VRT News.