Major UK supermarkets including Aldi, Lidl, Tesco, Asda, Morrisons, and Sainsbury's are now required to comply with updated regulations under the Price Marking Order reforms, which came into effect in April 2026. The new legislation aims to make it easier for shoppers to compare product prices and identify the best value for money.
Key Changes to Price Labelling
The reforms standardise unit pricing, banning the practice of mixing different measurements on the same shelf label. Previously, some retailers displayed prices per kilogram for one product and per gram for another, making direct comparisons difficult. Now, all price labels must use standard units such as KG, litres, metres, square metres, or cubic metres.
This change addresses the issue of 'shrinkflation', where manufacturers reduce product sizes or volumes while maintaining or increasing prices. The new rules ensure that unit prices are clearly displayed, helping consumers see whether a larger pack truly offers better value.
Loyalty Pricing Under Scrutiny
Loyalty schemes like Tesco Clubcard and Sainsbury's Nectar Card are also affected. Retailers must display both the standard price and the loyalty price together, with corresponding unit prices for each. It is now unlawful to give 'undue prominence' to loyalty prices, meaning they cannot be highlighted in a way that misleads shoppers. Eligibility conditions, such as requiring a valid loyalty card, must be clearly stated next to the prices.
Expanded Product Coverage
The legislation now applies to a wider range of packaged goods, including cereals, pasta, dried fruits, detergents, cleaning products, and cosmetics. This expansion supports like-for-like comparisons on everyday items, ensuring transparency across more categories.
Exemptions and Enforcement
Smaller retailers with a floor space of less than 280 square metres are exempt from these rules, meaning corner shops and convenience stores do not need to comply. Additionally, sweeping promotional statements such as "20% off all paint" are permitted without requiring individual label updates.
Last year, Asda was found to have breached the previous legislation for several weeks, selling items without correct shelf labels. The supermarket later updated its labels and issued an apology following media coverage.
Solicitors Herrington Carmichael explain that the reforms strengthen transparency, requiring clear and visible price information, especially where multiple prices apply or products are sold in different sizes. The updated definitions also include a new requirement to display deposits separately.
These changes empower consumers to make informed purchasing decisions, reducing confusion and ensuring fair comparison across products in major supermarkets.
