A significant price rule change is now in force across major UK supermarkets, including Tesco, Asda, Morrisons, and Sainsbury's. The reform of the Price Marking Order 2004, introduced under the Labour Party government, aims to ensure consumers can make informed purchasing decisions by requiring clear and transparent price information. This is particularly important for products sold in different sizes or where promotions, discounts, and loyalty pricing apply.
What Is Price Marking?
Price marking sets the rules for how traders display prices to consumers when selling goods. It applies to retail sales both in-store and online across the country, including major supermarkets. The new rules, effective from April 6, introduce broader unit pricing, standardised metric units, multiple price displays, loyalty scheme transparency, and improved accessibility and legibility.
Extended Scope of Products
The rules have been extended to more packaged goods, including cereals, pasta, dried fruits, detergents, cleaning products, and cosmetics. Where unit pricing is required, supermarkets must use kilograms, litres, metres, square metres, or cubic metres as appropriate. Consistent units help reduce confusion between similar products on the same shelf.
Loyalty Pricing and Multiple Prices
Where a product is offered at more than one price—for example, a standard price and a loyalty price—traders must display both selling prices together. Where unit pricing applies, they must show the corresponding unit price for each. Traders should state eligibility conditions clearly and next to the prices, such as that the loyalty price is available with a valid loyalty card, and ensure neither price is given undue prominence.
Accessibility and Legibility
Traders should use clear fonts of reasonable size, adequate spacing, and consistent layouts. Prices must be unambiguous, easily identifiable, clearly legible, and placed close to the product or its online description. Accessibility should be factored in when designing labels and digital templates.
Display Requirements
Prices can be shown on the product itself or on a label, ticket, or notice placed on or immediately next to it. When displayed online, the selling price and, where required, the unit price should sit alongside the product description. The rules also cover advertisements: an advertisement does not have to show a selling price by law, but if it does, it must also include the unit price where unit pricing would normally be required.
