Labour Senator Denis Landy has asked Richard Bruton Minister for Jobs, Enterprise and Innovation to investigate the often misleading way that prices are displayed in some retail outlets.
In Seanad Éireann recently he raised the subject “It is unfair to expose shoppers to signage that suggests one thing but means another. One supermarket for example display the saving on a product in far larger lettering than the actual price i.e they will have “save” written in tiny font and “40 cent” in huge font thus leading the unsuspecting shopper to believe that the item is costing 40 cent. The actual price may be written smaller again and appear almost insignificant”.
Senator Landy continued with various other examples of how the consumer can be duped “Another ploy”, he said, “is when the ticket in front says e.g. Toothpaste €1.00 and in very small letters 25g but the shelf load behind the sign are in fact 100g size so the unsuspecting shopper is once again led to believe the price is lower”
“There is also an on-going situation where Sterling prices are often displayed in larger font, the Euro which is our own currency takes a lesser position on the pricing label lulling buyers into believing that the larger price is correct.
“Possibly none of these examples demonstrate an actual breaking of the law” Senator Landy said, “but in each case they are causing confusion. Old folk, those with special needs and those with poor eyesight are most at risk. The busy parent with children to watch is also an easy target and often too busy to return to a queue for customer services in order to complain or have the issue addressed”.
“It is not good enough to hoodwink the consumer in this way. I would appeal to the Minister Richard Bruton, to investigate this issue”.