A new law is set to come into effect across the UK, impacting shoppers at major supermarkets including Morrisons, Tesco, Sainsbury's, Asda, Aldi, Waitrose, and Lidl. The legislation mandates that prices must be displayed clearly on all products, using standardised measurements to eliminate confusion and enable customers to compare costs more effectively.
Expanded Unit Pricing Requirements
The reforms expand unit pricing requirements to a wider range of products, including cereals, pasta, dried fruits, detergents, cleaning products, and cosmetics. Metric measurements must be standardised—per kilogram, litre, or metre—regardless of product size. This change aims to make it easier for shoppers to compare value across everyday items.
Exemptions and Special Cases
Exemptions apply to mixed product packages, such as gift hampers that contain items ordinarily sold by different measures. Additionally, deposit amounts must be excluded from the displayed selling price. Retailers offering different prices for the same product, such as loyalty card discounts, must clearly display both the standard price and the discounted price, with conditions for the lower price shown prominently near the product.
Enhancing Pricing Transparency
The overhaul is designed to boost pricing transparency and simplify comparison shopping. Retailers will need to review their pricing systems, provide staff training, and potentially redesign both physical and digital price displays. Alexa Lamont, Managing Associate and Knowledge Lawyer, commented: "The reforms are designed to enhance transparency and make it easier for shoppers to compare products across a wider range of goods. The additional preparation time will allow retailers to adapt their systems and processes to meet the new requirements when they come into effect."
Specific Changes Under the New Regulations
Under the new rules, metric unit prices must be displayed using standard measurements: price per kilogram, litre, metre, square metre, or cubic metre, as appropriate. This applies regardless of the product's actual size. The reforms also introduce stricter standards for price presentation, including legibility and font requirements—prices must be clearly legible using fonts that are clear and of reasonable size. Delivery charges must be unambiguous, easily identifiable, and clearly legible.
Handling Different Pricing Tiers
Ms Lamont added that there are reforms regarding how retailers handle different pricing tiers, particularly loyalty card schemes. When retailers offer different prices for the same product—such as a standard price and a discounted price for loyalty card members—they must clearly display both prices. They must also explain the conditions required to obtain the lower price, prominently displaying these conditions near the product. This requirement applies to both selling prices and unit prices where applicable.
The new law represents a significant shift in retail pricing practices, aiming to empower consumers with clearer information and fairer comparisons across the board.
