Understanding Retail Discrimination
Retail discrimination happens when a person is treated unfairly or less favourably by shops, retail staff, or service providers because of certain personal characteristics. This can occur in many ways, such as being refused service, ignored by staff, followed around the store, or subjected to rude or dismissive behaviour. Sometimes, discriminatory policies – like setting different rules for certain groups – can also amount to unfair treatment in retail environments.
Common reasons for discrimination in retail include race, gender, age, disability, sexual orientation, religion or belief, and pregnancy or maternity status. For example, a shop assistant might refuse to serve someone because of their ethnicity, or a retailer might not make reasonable adjustments for a customer with a disability. Discrimination can also affect parents or carers, such as denying entry to someone with a pram or refusing assistance to a person with a guide dog.
Experiencing retail discrimination can have a significant impact on consumers. It can make people feel embarrassed, excluded, or powerless, and may discourage them from shopping in certain places or accessing vital services. Beyond the personal effects, discrimination undermines trust in businesses and harms communities.
Importantly, retail discrimination is unlawful under UK law. The Equality Act 2010 makes it illegal for shops, supermarkets, and other service providers to treat people unfairly because of protected characteristics. This means all customers have the right to be treated with dignity and respect, regardless of who they are.
If you want to learn more about how the law protects you as a shopper, our guide on discrimination and consumer rights explains your legal protections and what steps you can take if you experience unfair treatment in a retail setting.
Legal Protections Against Retail Discrimination
The Equality Act 2010 is the main law in the UK that protects people from discrimination, including when shopping or using retail services. This law makes it illegal for shops, supermarkets, online retailers, and other service providers to treat customers unfairly because of certain protected characteristics, such as age, disability, gender reassignment, marriage or civil partnership, pregnancy and maternity, race, religion or belief, sex, or sexual orientation.
Types of Discrimination in Retail
The Equality Act 2010 covers several forms of discrimination you might encounter as a consumer:
Direct discrimination: This happens when a shop treats you worse than someone else because of a protected characteristic. For example, refusing to serve someone because of their race or disability.
Indirect discrimination: This occurs when a shop has a policy or practice that applies to everyone but puts people with a protected characteristic at a disadvantage. For example, a store that only accepts online orders may indirectly discriminate against older customers who are less likely to use the internet.
Harassment: This involves unwanted behaviour related to a protected characteristic that makes you feel intimidated, degraded, or offended. For example, a shop assistant making inappropriate comments about your religion or gender.
Victimisation: This is when you are treated badly because you complained about discrimination or supported someone else’s complaint. For example, being refused service after making a previous complaint about unfair treatment.
Your Rights as a Consumer
As a customer, you have the right to fair and equal treatment in all retail environments. Shops and service providers must not refuse to serve you, offer you worse terms, or subject you to harassment or victimisation because of a protected characteristic. These rights apply whether you are shopping in person, online, or over the phone.
If you believe you have experienced discrimination in a retail setting, you are entitled to challenge it. You can raise the issue directly with the retailer, seek advice, or make a formal complaint. In some cases, you may be able to take legal action to seek compensation or require the retailer to change their practices.
To understand more about how the law protects you as a consumer, see our detailed guide on Consumer Rights and the Equality Act 2010. This resource explains your rights in depth and offers practical advice on what to do if you face discrimination when shopping or using retail services.
Specific Types of Retail Discrimination
Experiencing discrimination while shopping or using retail services is not only unfair – it’s also unlawful under the Equality Act 2010. This law protects you from being treated less favourably because of certain characteristics. Below, we explain the main types of discrimination you might encounter in retail settings and your rights in each area.
Race and Ethnicity Discrimination
Retailers must not treat you differently or deny you services because of your race, nationality, or ethnic background. This includes being refused entry to a shop, being followed by staff due to stereotypes, or being provided with a lower standard of service. For example, if a store refuses to serve someone because of their accent or the colour of their skin, this is direct discrimination and is unlawful.
If you believe you’ve been discriminated against because of your race or ethnicity, you have the right to challenge this treatment and seek redress under the Equality Act 2010.
Gender and Pregnancy Discrimination
Shops and retail services are prohibited from discriminating based on gender. This includes unfair treatment of women, men, or non-binary people, such as refusing service or offering different prices for the same product.
Pregnancy and maternity are also protected characteristics. For instance, it is unlawful for a shop to refuse to serve a pregnant woman or to deny her access to facilities (like seating or toilets) that are available to other customers. If you want more detailed guidance on your rights in this area, visit our section on Pregnancy Discrimination and Consumer Rights.
Age Discrimination in Shops and Services
Under the Equality Act 2010, age discrimination is generally unlawful in the provision of goods and services, including retail. This means shops cannot refuse to serve you, charge you more, or provide a lesser service simply because of your age – whether you are young or old. There are some exceptions, such as age restrictions for certain products (like alcohol or knives), which are required by law for safety reasons. However, outside these exceptions, you should expect to be treated fairly regardless of your age.
Disability Discrimination and Reasonable Adjustments
Retailers have a legal duty to ensure disabled customers are not placed at a disadvantage. This includes making ‘reasonable adjustments’ so that disabled people can access shops and services as easily as anyone else. Examples of reasonable adjustments include providing ramps for wheelchair users, offering assistance to visually impaired customers, or allowing access for assistance dogs.
If a shop refuses to make these adjustments or treats you unfairly because of your disability, this is unlawful discrimination. For a broader overview of your rights as a disabled consumer, see our Disability and Consumer Rights page. You can also learn more about the importance of disability adjustments in retail and other settings.
If you experience any of the types of discrimination described above, it’s important to know that the law is on your side. Understanding your rights is the first step towards challenging unfair treatment and ensuring everyone can shop with confidence and dignity.
How to Challenge and Report Retail Discrimination
If you believe you have faced discrimination in a shop or while using a retail service, it’s important to know that the law is on your side. The Equality Act 2010 protects you from unfair treatment based on protected characteristics such as race, gender, disability, age, religion, or sexual orientation. Here’s how you can challenge and report retail discrimination effectively:
1. Stay Calm and Make a Note of What Happened
If you experience discrimination, try to remain calm and gather your thoughts. As soon as possible, write down exactly what happened, including:
The date, time, and location of the incident.
What was said or done, and by whom.
The names or descriptions of anyone involved, including staff and witnesses.
How the incident made you feel and any impact it had on you.
Keeping a detailed record can be crucial if you decide to make a complaint or seek further action.
2. Gather Evidence
Evidence strengthens your case. Useful evidence might include:
Receipts or proof of purchase showing you were a customer.
Photographs of any relevant signs, notices, or physical evidence.
Emails, messages, or written correspondence with the retailer.
Statements from witnesses who saw or heard what happened.
3. Raise the Issue with the Retailer
Start by speaking to a member of staff or the store manager. Explain clearly what happened and why you believe it was discriminatory. Sometimes, issues can be resolved at this stage, especially if the staff are unaware of the impact of their actions.
If you don’t feel comfortable speaking in person, or if the issue isn’t resolved, contact the retailer’s customer service team in writing. Clearly outline the incident, include your evidence, and state what outcome you’re seeking (such as an apology or a change in policy).
4. Make a Formal Complaint
If your concerns aren’t addressed informally, you can make a formal complaint to the retailer. Explain the situation in detail, referencing the Equality Act 2010 if relevant. Keep copies of all correspondence.
While the linked resource focuses on workplace discrimination, it offers practical guidance on how to structure a formal complaint and what to expect from the process.
5. Contact Support Organisations
If you need guidance or feel that your complaint isn’t being taken seriously, you can seek help from organisations that specialise in consumer rights and discrimination issues. For more information and support, visit if you need more help about a consumer issue.
6. Escalate to Regulatory Bodies
In some cases, you may want to report the incident to a regulatory body or equality organisation. They can offer advice, investigate serious complaints, or take enforcement action if necessary.
7. Consider Legal Advice
If the discrimination is severe or ongoing, or if you’re not satisfied with the outcome of your complaint, you may wish to seek legal advice. A legal professional can help you understand your rights under the Equality Act 2010 and advise you on possible next steps, such as taking your case to the civil courts.
Taking action against retail discrimination not only helps you seek justice but also encourages better standards for everyone. Remember, you don’t have to face this alone – support is available if you need it.
Related Areas of Discrimination and Consumer Rights
Discrimination isn’t limited to retail environments – unfair treatment can happen in many areas where you access goods, services, or facilities. The Equality Act 2010 protects you from discrimination not just when shopping, but also when using services such as banks, restaurants, gyms, and public transport. If you want to learn more about how these protections apply outside of shops, see our dedicated guide on how to Fight Discrimination in Services.
It’s also important to recognise that discrimination can occur when dealing with UK public authorities, such as local councils, the police, or the NHS. These bodies must not discriminate against you based on protected characteristics like age, disability, race, religion, or gender. The Equality Act 2010 and the Human Rights Act 1998 require public authorities to treat everyone fairly and with respect. If you believe you’ve faced discrimination from a government department or public service, find out how to Fight Discrimination by UK Public Authorities.
Understanding your rights in different situations is vital for protecting yourself and taking action if you’re treated unfairly. Whether you’re shopping, using a service, or interacting with a public authority, knowing when the law is on your side empowers you to challenge discrimination and seek redress. If you’re unsure whether your experience counts as discrimination, or what steps you can take, exploring related topics will help you make informed decisions and stand up for your rights.
Privacy and Data Protection in Retail and Employment Contexts
When you shop in stores or use retail services, your personal data and privacy are protected by strict laws in the UK. Under the Data Protection Act 2018 and the UK General Data Protection Regulation (UK GDPR), retailers must handle your information – such as your name, payment details, and even CCTV footage – in a fair, secure, and transparent way. This means they can only collect what’s necessary, must keep it safe, and should explain clearly how your data will be used.
For example, if a shop asks for your details to process a refund or sign you up for a loyalty scheme, they must tell you why they need this information and get your consent where required. You also have the right to access your personal data, correct inaccuracies, or ask for it to be deleted in certain circumstances.
It’s important to be aware that privacy rights also protect employees in retail environments. Shop workers’ personal information – like work records or performance data – must be handled lawfully and with respect for their privacy. Understanding Employee Privacy and Data Protection can help you see how these rights apply both to staff and customers, especially when discrimination is suspected.
Knowing your privacy and data protection rights is a key part of challenging discrimination. For instance, if you feel you were treated unfairly based on protected characteristics (such as race, gender, or disability) and your personal data was mishandled, you may have grounds to make a complaint on both privacy and discrimination grounds. Keeping records, such as emails or receipts, and understanding how your data should be managed, can strengthen your case if you need to raise concerns with the retailer or seek further help.
In summary, privacy and data protection laws are there to ensure you are treated with dignity and fairness in retail settings. Being informed about these rights not only safeguards your personal information but also empowers you to take action if you experience or witness discrimination in stores or at work.
