New rules have come into force affecting all supermarkets across the UK. The legislation aims to improve pricing clarity for shoppers, helping them feel more confident and easily compare costs between different products.
What the New Law Requires
The new law is now in force and directly impacts major retailers, including Tesco, Asda, Sainsbury's, Morrisons, Waitrose, Aldi, and Lidl. These businesses must now comply with a comprehensive overhaul of their pricing display systems.
Prices for most items must be clearly displayed using standardised metric measurements, such as per kilogram or per litre. This requirement must be met regardless of the product's actual package size.
The requirement for unit pricing has been extended to cover a wider range of everyday packaged goods. This includes items like cereals, pasta, dried fruits, detergents, and cleaning products.
Loyalty Card Discounts and Tiered Pricing
Supermarkets that offer tiered pricing or loyalty card discounts must now display both the standard price and the discounted price. This requirement applies to both the final selling price and the metric unit cost.
Retailers must also prominently show the specific conditions required for shoppers to obtain the lower loyalty price. This information must be visible near the product for consumers to easily identify.
Legibility and Staff Training
Strict standards have been set to ensure all prices are clearly legible to the consumer. This mandates the use of clear fonts set at a reasonable size on all price displays.
Supermarkets are required to review their pricing systems and train staff to implement these changes, potentially redesigning digital displays. However, practical exemptions are in place for mixed product packages, such as gift hampers, which do not require a unit price display.
