TL;DR: Too long, Didn’t read
The Myth: “If it’s marked at that price, you have to sell it to me.” This is false.
The Law: A price tag is just an “invitation,” not a binding contract. The shop has the legal right to refuse the sale at the till.
The Exception: If you have already paid and have the receipt, the contract is usually final. They can’t demand the item back.
Online Glitches: Websites can usually cancel your order if they spot a pricing error before dispatch.
You spot a bargain. A £500 TV listed for £50. Or a jacket labeled £10 that scans at £40. You rush to the till, heart pounding, ready for the deal of a lifetime. But the cashier calls the manager, and the manager says, “Sorry, that’s a labelling error. We can’t sell it for that.”
You’ve probably heard the phrase: “But it’s the law! You have to sell it at the marked price!”
Actually, they don’t.
It feels unfair, but in the UK, a shop is legally allowed to refuse a sale if the price is wrong.
A Quick Story: Meet Alex
Alex finds a Smart Watch in a supermarket. The shelf label says £19.99.
He takes it to the checkout. It scans at £199.99.
Alex argues: “The label says £20. You have to honour it.”
The manager refuses and removes the label.
Alex leaves angry, convinced they broke the law.
The Verdict: The manager was right. Alex had no legal right to the watch. Until money changes hands, the shop can pull out of the deal at any second.
The Legal Rule: “Invitation to Treat”
This is the fancy legal term that ruins everyone’s fun. In UK law, a price tag is not an “offer.” It is an “Invitation to Treat.”
Translation: The shop is saying, “We might sell it for this price. Would you like to offer to buy it?”
At the Till: When you put the item on the counter, YOU are making the offer to buy.
The Acceptance: The shop only “accepts” your offer when they take your money.
If they spot the mistake before they take your money, they can simply reject your offer.
When DO They Have to Honour It?
There is one golden scenario where you win: After you have paid.
If the cashier scans the item at £5, you pay, and you get your receipt… the contract is formed.
If the manager runs after you in the car park shouting “Wait! That was meant to be £50!”, you can politely keep walking. The item is legally yours.
They cannot demand the item back or force you to pay the difference.
What about Online Pricing Glitches?
If you buy a laptop online for £1.00 because of a glitch:
Read the Terms: Most websites say the contract isn’t formed until the item is dispatched.
The Result: Even if you get an “Order Confirmed” email, they can usually cancel the order and refund you if they spot the mistake before shipping.
Can Shops Get in Trouble for This?
Yes, but not by you. While they don’t have to sell you the item, it is a criminal offence to give misleading price indications (Consumer Protection from Unfair Trading Regulations 2008).
If a shop consistently displays wrong prices to trick people, you can report them to Trading Standards. They might get fined, but you still won’t get the cheap TV.
Summary: Don’t Argue, Just Ask
If you spot a pricing error, don’t demand your “rights”—you don’t have any yet.
Instead:
Be Polite: Ask if they will honour it as a gesture of goodwill. Many big supermarkets will say yes just to keep you happy.
Check Your Receipt: If you’ve already paid, the deal is done.
Move On: If they refuse, they are within their rights.
(Sources: Citizens Advice – Pricing Disputes, Legislation.gov.uk – Consumer Protection Regulations)
This guide is for information purposes only and is not legal advice. Always consult a professional for specific consumer disputes.