Understanding Mis-Priced Items
Understanding Mis-Priced Items
A mis-priced item is any product that is displayed or advertised with the wrong price – usually lower than what the retailer intended. This can happen both in physical shops and online stores. For example, you might spot a television in a shop window marked at £50 instead of £500, or find a pair of shoes online with a price tag missing a zero. These mistakes can cause confusion for shoppers, especially when it comes to what you are entitled to if you try to buy the item at the incorrect price.
Common Examples of Pricing Errors
Pricing errors can occur for a variety of reasons. Some typical situations include:
Labeling mistakes: A staff member accidentally attaches the wrong price tag to a product.
Shelf-edge errors: The price displayed on the shelf doesn’t match the till price due to outdated or incorrect signage.
Website glitches: Technical issues cause products to be listed at the wrong price online.
Advertising errors: Flyers, catalogues, or online ads show a lower price than the retailer intended.
These errors are usually unintentional and often spotted quickly by the retailer, but they can be frustrating if you’ve already decided to make a purchase.
Why Do Pricing Mistakes Happen?
Mistakes with pricing can happen for several reasons, such as human error, miscommunication between staff, or computer system faults. In busy retail environments, prices change frequently, and it’s not uncommon for old labels or digital listings to be overlooked. Online, errors can be caused by data entry mistakes or technical updates gone wrong.
How Do Pricing Errors Affect Consumers?
If you find a mis-priced item, you might wonder if you have the right to buy it at the lower price. In the UK, the law distinguishes between an ‘invitation to treat’ and an ‘offer’. When a shop displays an item or lists it online, it’s generally considered an invitation for you to make an offer to buy the item at that price. The retailer does not have to sell the item at the displayed price if it was an obvious mistake. This rule is based on the Sale of Goods Act 1979 and the Consumer Rights Act 2015.
For example, if a supermarket accidentally labels a bottle of wine at 10p instead of £10, they can usually refuse to sell it at the lower price once the mistake is noticed. However, if you have already paid for the item and completed the transaction, your rights may be different. If the retailer cancels the sale or refuses to honour the price after payment, you may be entitled to a refund, but not necessarily the product at the mistaken price.
Your Consumer Rights
While you cannot insist on buying a mis-priced item at the incorrect price, you do have rights if you feel misled or if the retailer behaves unfairly. Under the Consumer Protection from Unfair Trading Regulations 2008, traders must not mislead consumers or act unfairly. If you believe you have been treated unfairly or the pricing error is part of a wider issue, you may have grounds for complaint.
For more information about your rights if goods are faulty, mis-described, or if you encounter other issues with your purchase, see our page on problems with purchased goods.
Understanding these rules can help you know what to expect if you come across a mis-priced item, and what steps to take if you feel your consumer rights have not been respected.
Do Sellers Have to Honour the Mis-Priced Price?
Do Sellers Have to Honour the Mis-Priced Price?
It’s a common scenario: you spot an item in a shop or online at a price that seems too good to be true, only to find out later that it was a mistake. But are sellers legally required to sell you the product at the incorrect price? Here’s what UK law says about your rights in these situations.
Are Sellers Legally Bound to Honour a Pricing Error?
In the UK, the law generally does not require retailers to sell goods at a mistaken price if it is clearly an error. This applies both in physical shops and online. If a price tag or website listing shows a lower price by mistake, the seller is not legally obliged to honour that price before a contract is formed.
When Is a Contract Formed?
A contract is usually formed when the seller accepts your offer to buy the item – this could be when you pay at the till in a shop, or when you receive a confirmation of dispatch for an online order. Until this point, the seller can refuse the sale or correct the error.
For example, if you pick up a mis-priced item in a shop and take it to the checkout, the shop staff can explain the mistake and refuse to sell it at that price. Online, if you place an order at the incorrect price, the retailer can cancel your order before it’s confirmed or dispatched.
Voluntary Honour of the Incorrect Price
While not legally required, some retailers may choose to honour the mis-priced amount as a gesture of goodwill or for customer service reasons. This is entirely at the seller’s discretion and is not something you can demand by law.
The Role of the Consumer Protection from Unfair Trading Regulations 2008
The Consumer Protection from Unfair Trading Regulations 2008 sets rules to ensure businesses trade fairly and do not mislead consumers. If a pricing error is a genuine mistake, and the seller corrects it as soon as it’s discovered, this usually does not count as unfair or misleading trading.
However, if a business repeatedly advertises goods at an incorrect price to lure customers in, or refuses to honour prices after confirming sales, this could be considered misleading or unfair. In such cases, consumers may have rights of redress under these regulations. For a detailed explanation of these rules and your rights, see the Consumer Protection from Unfair Trading Regulations 2008 overview from the House of Commons Library.
What If You’ve Already Paid for the Mis-Priced Item?
If you have already paid for an item at the incorrect price and the seller later realises the mistake, what happens next depends on whether a contract has been formed:
In-store purchases: If you have paid and received a receipt, the contract is usually complete. The retailer may have to honour the sale, but in some cases (such as obvious or significant pricing errors), they may still be able to cancel the contract and refund your money.
Online purchases: A contract is typically formed when you receive an order confirmation or dispatch notice – not just when you place the order or pay. If the seller spots the error before confirming or dispatching, they can cancel your order and refund you.
In both cases, if the seller cancels the sale after you have paid, they must refund your money in full.
Practical Advice
Check the retailer’s terms and conditions: These often explain how pricing errors are handled.
Be aware of obvious mistakes: If a price is clearly too low (for example, a £500 TV listed for £5), it’s likely to be treated as an error.
Keep records: If you feel you’ve been treated unfairly, keep copies of receipts, emails, and any communications with the seller.
Understanding your rights can help you know what to expect if you come across a mis-priced item. For further details on your consumer rights and how trading rules apply to pricing errors, you can read more in the Consumer Protection from Unfair Trading Regulations 2008 briefing.
If the Seller Refuses or Cancels the Sale
If the Seller Refuses or Cancels the Sale
If you try to buy an item that’s been incorrectly priced – such as being marked lower than it should be – the seller might refuse to sell it at that price or may cancel your order after you’ve placed it. Here’s what you need to know about your rights and what steps you can take if this happens.
Can the Seller Refuse to Sell at the Mis-Priced Price?
In the UK, sellers are not legally required to sell an item at the incorrectly displayed price. A price tag or online listing is considered an "invitation to treat," not a binding offer. This means the seller is inviting you to make an offer to buy the item, which they can then accept or decline. For example, if you see a television marked at £50 instead of £500, the shop can refuse to sell it at the lower price.
What Happens if You’ve Already Paid?
If you’ve already paid for the item – whether in-store or online – and the seller later cancels the sale due to a pricing error, you are entitled to a full refund. The law requires sellers to return your money if they cannot or will not supply the goods you’ve paid for.
Sellers must process your refund promptly. According to Accepting returns and giving refunds: the law – GOV.UK, refunds should be made within 14 days of the goods being returned or the cancellation being confirmed. You should not be left out of pocket if the sale is cancelled due to the seller’s mistake.
What If the Seller Won’t Refund You?
If a seller is uncooperative or refuses to refund your payment after cancelling the sale, you have the right to take further action. Start by contacting the seller in writing, clearly stating your right to a refund and referencing your order details. Keep a record of all communication.
If the issue isn’t resolved, you can learn more about what to do if a company won’t refund you. This guide explains your options for escalating the complaint, such as contacting your bank, using alternative dispute resolution, or reporting the business to Trading Standards.
When Can You Complain or Escalate the Issue?
You may have grounds to complain or escalate the matter if:
The seller refuses to refund you after cancelling your order.
You are offered a refund but it is delayed beyond the legal timeframe.
The seller misleads you about your rights or the reason for the cancellation.
In these situations, it’s reasonable to ask for a clear explanation in writing and to refer to official guidance on refund obligations. If you’re not satisfied with the response, consider seeking further help or making a formal complaint.
Practical Steps to Take
Contact the seller: Politely explain the situation and request a refund if your order was cancelled.
Keep records: Save all emails, receipts, and correspondence.
Know your rights: Refer to official guidance on refunds and consumer protection.
Escalate if necessary: If the seller won’t cooperate, follow the steps outlined in what to do if a company won’t refund you.
Understanding your rights can help you resolve most issues quickly. If you need more detailed advice, consider seeking help from a consumer advice service or your local Citizens Advice.
How to Get Your Money Back if You Paid for a Mis-Priced Item
If you’ve already paid for an item that was incorrectly priced and the seller cancels your order, you are entitled to a full refund. Under the Consumer Rights Act 2015, if a contract has been formed (for example, you’ve paid and received confirmation), the seller must return your money if they decide not to honour the sale. Here’s what you should do to get your money back:
Ask the Seller for a Refund
Start by contacting the seller directly. Most retailers will process your refund automatically if they cancel your order due to a pricing mistake. Refunds should be made using the same payment method you used to make the purchase. Legally, the seller must refund you within 14 days of agreeing to refund or receiving the returned goods (if you’ve already received the item and need to send it back).
Using Payment Protections
If the seller delays or refuses to refund you, or you’re not getting clear answers, you may have extra protection depending on how you paid:
Credit or Debit Card: You can ask your bank for a chargeback if you paid by debit card, or make a Section 75 claim if you used a credit card and the purchase was over £100. These protections can help you get your money back if the seller doesn’t cooperate.
PayPal: If you paid using PayPal, you can open a dispute through PayPal’s Resolution Centre. PayPal can step in to help recover your payment if the seller doesn’t issue a refund.
For a step-by-step guide on what to do, see our advice on getting your money back if you paid by card or PayPal.
Timeframes for Refunds
By law, refunds should be processed promptly – usually within 14 days of the cancellation or return. If you don’t see the money back in your account within this period, contact the seller to follow up. Keep a record of all your communications and any evidence of payment.
If the Seller Refuses or Delays Your Refund
If the seller won’t refund you, escalate your complaint. Write a formal letter or email explaining your situation and referencing your rights under the Consumer Rights Act 2015. If this doesn’t resolve the issue, use your payment provider’s dispute process as described above.
If you still can’t get your money back, you may consider seeking help from a consumer advice service or, as a last resort, making a claim in the small claims court.
Remember, you have strong rights as a consumer when it comes to getting your money back for cancelled or mis-priced orders. Don’t hesitate to use the protections available to you, and keep all documentation in case you need to take further action.
Cancelling a Purchase and the 14-Day Cooling-Off Period
When you buy something online or through another form of distance selling (such as over the phone or by mail order), UK law gives you extra protection in the form of a 14-day cooling-off period. This right is set out in the Consumer Contracts Regulations 2013 and is designed to let you change your mind after making a purchase, even if the item was mis-priced.
What Is the 14-Day Cooling-Off Period?
The 14-day cooling-off period means you have the legal right to cancel most online or distance purchases within 14 days of receiving your goods, for any reason. This period allows you to inspect the item as you would in a shop, and if you decide you don’t want it – perhaps because you’ve spotted a pricing error or simply changed your mind – you can cancel your order and receive a refund.
To understand how the cooling-off period works and what steps you need to take, you can read more about the 14-day cooling-off period.
Cancelling If You Discover a Pricing Error
If you realise after purchasing that an item was mis-priced, you can still use the 14-day cooling-off period to cancel the order. The reason for cancellation does not matter – you are entitled to change your mind for any reason, including discovering a mistake in the price. Once you notify the seller that you wish to cancel within this timeframe, you should be able to return the item and receive a full refund, including the standard delivery charges you paid.
How to Cancel and Get a Refund
To cancel your purchase within the cooling-off period:
Notify the Seller: Contact the seller in writing (email is usually accepted) within 14 days of receiving your item to state that you wish to cancel.
Return the Goods: You then have another 14 days to return the item to the seller.
Receive Your Refund: The seller should refund you within 14 days of receiving the returned goods, covering the cost of the item and standard delivery charges.
For more detailed guidance, see our page on how to cancel a purchase within 14-day cooling-off period.
Limitations and Exceptions
While the cooling-off period covers most online and distance purchases, there are some important exceptions:
In-store purchases: The 14-day cooling-off period does not apply to items bought in a physical shop.
Custom or perishable goods: Made-to-order, personalised, or perishable items are usually excluded.
Sealed goods: Items like DVDs, software, or hygiene products cannot be returned if you’ve broken the seal.
Digital downloads: Once you begin downloading or streaming digital content, your right to cancel may end.
It’s also important to return the item in its original condition and packaging where possible, as the seller may reduce your refund if the item is not in a resalable state.
For a comprehensive overview, including practical advice on how to exercise your rights, visit the 14-day cooling-off period guide.
Understanding your rights under the cooling-off period can give you peace of mind if you’ve purchased a mis-priced item online. If you have any doubts or face difficulties cancelling your order, refer to the resources above for step-by-step support.
What to Do If You Receive Faulty or Counterfeit Goods Instead
If you’ve bought an item that was mis-priced and later discover it’s faulty or even counterfeit, you still have important rights under UK law. Sometimes, unusually low prices can be a sign that goods are not genuine or may not meet quality standards, especially when buying from online marketplaces or unfamiliar sellers. Here’s what you need to know and what steps you can take.
Your Rights with Faulty or Counterfeit Goods
Under the Consumer Rights Act 2015, all products sold to consumers in the UK must be as described, of satisfactory quality, and fit for purpose. This means that even if you bought an item at a mistakenly low price, you’re still entitled to goods that work properly and are genuine.
If the item you receive is faulty – such as not working, damaged, or not matching its description – you have the right to request a repair, replacement, or refund. These rights apply regardless of whether the item was mis-priced at the time of purchase.
If you suspect the item is fake or counterfeit, it’s important to know that selling counterfeit goods is illegal in the UK. Counterfeit products often pose safety risks and do not meet the standards set by law.
What to Do Next
1. Contact the Seller:
If you discover your item is faulty or fake, get in touch with the seller as soon as possible. Clearly explain the problem and request a remedy – usually a refund, repair, or replacement. Keep all receipts, order confirmations, and any communication with the seller as evidence.
2. Know Your Options:
You can find detailed information on your options for returns and refunds for faulty goods. This covers how to return faulty items, your right to a full refund within 30 days of purchase, and what to do if the seller refuses.
If your purchase was a digital product – such as software, music, or an eBook – you have similar rights. Learn more about refunds for faulty digital downloads to understand your entitlements.
3. Reporting Counterfeit Goods:
If you believe you’ve received a counterfeit item, it’s important to report fake or counterfeit goods. Reporting helps authorities tackle the sale of fake goods and can protect other consumers from falling victim.
4. Next Steps if the Seller Refuses:
If the seller refuses to resolve the issue, you may be able to escalate your complaint. This could involve contacting your payment provider (such as your credit card company) to request a chargeback, or seeking advice from a consumer protection organisation.
Practical Tips
Always check the reputation of the seller before making a purchase, especially if the price seems too good to be true.
Keep all documentation related to your purchase.
Act quickly – your rights to a refund or replacement are strongest within the first 30 days after you receive the item.
Remember, even when an item is mis-priced, you are protected by UK consumer law if it turns out to be faulty or fake. Explore the links above for more detailed guidance on your next steps.
Related Consumer Rights and Issues
Related Consumer Rights and Issues
Understanding your rights doesn’t stop with the price tag. If you’ve bought a mis-priced item, several other consumer protections may apply to your situation. Here’s an overview of related issues and what you can do if things go wrong.
Warranties, Guarantees, and Faulty Items
Even if you managed to purchase an item at a lower price due to a pricing error, you’re still entitled to expect that it works as described. UK consumer law – primarily the Consumer Rights Act 2015 – states that goods must be of satisfactory quality, fit for purpose, and as described. If your mis-priced item turns out to be faulty, you may be able to claim using a warranty or guarantee. This can help you get a repair, replacement, or refund, depending on the circumstances and the retailer’s policy.
If the Seller Goes Out of Business
Sometimes, a business may stop trading after you’ve made a purchase – whether at the correct price or not. This can make it harder to get a refund or resolve issues. Find out what steps to take if a company stops trading or goes out of business, including how to claim through your card provider or seek compensation if you’re left out of pocket.
Orders That Haven’t Arrived
If your mis-priced item never turns up, you still have rights. UK law requires sellers to deliver goods within 30 days unless you’ve agreed to a different timescale. If your order is late, missing, or the seller fails to communicate, read what to do if something you ordered hasn’t arrived, including how to request a refund or escalate your complaint.
Suspecting Stolen Goods
In rare cases, a suspiciously low price could be a red flag that the item isn’t being sold legally. If you have any reason to believe you may have purchased stolen goods, it’s important to know your position. Learn more about your rights and the next steps to take if you think you’ve bought stolen goods.
Mis-Selling and Broader Consumer Protections
Mis-pricing isn’t the only way consumers can be misled. Issues like mis-selling – where a product or service is sold based on false or incomplete information – are also covered by consumer protection laws. For example, if you’re interested in how these principles apply in other areas, such as financial products, see our guide on mis-sold mortgage in the UK: your guide to rights & remedies.
Spotting and Avoiding Scams
Not every pricing error is innocent. Some scammers use fake discounts or “too good to be true” prices to trick buyers. Protect yourself by learning how to recognise suspicious offers and what to do if you’re targeted – read our spotting and avoiding scams expert tips for practical advice.
When Problems Continue
If your issue with a mis-priced item isn’t resolved after your first attempts – such as contacting the seller or using a warranty – don’t give up. There are further steps you can take, including escalating your complaint to an ombudsman or considering legal action. For a step-by-step approach, visit our page on how to solve an ongoing consumer problem.
By understanding these related rights and issues, you’ll be better prepared to handle any problems that arise from buying a mis-priced item – and more confident in asserting your rights as a consumer.
Time Limits for Returning or Complaining About Mis-Priced or Faulty Goods
If you’ve bought an item that was mis-priced and later discover it’s faulty, it’s important to know your rights and the time limits for taking action. UK law offers clear protections under the Consumer Rights Act 2015, which sets out when and how you can return goods or make a complaint.
How Long Do You Have to Return or Complain?
Generally, if an item is faulty – regardless of whether it was mis-priced – you have the right to return it or ask for a remedy. The law gives you:
30 days from the date you took ownership of the goods to reject them and get a full refund if they are faulty. This is called the “short-term right to reject.”
After 30 days, you may still be entitled to a repair or replacement. If neither is possible, you could get a partial refund.
If you’re unsure about the specific timeframes, you can find more details on how long after purchase can I return faulty goods.
What About Mis-Priced Goods?
If you bought an item at the wrong price but it’s not faulty, your rights are different. Shops don’t have to honour a price mistake if you haven’t already paid. However, if you’ve paid and received the product, the usual consumer protections apply if the item turns out to be faulty.
What If You Miss the Time Limits?
If you miss the 30-day period, don’t panic. You may still have rights under the Consumer Rights Act 2015, especially if the fault appears within the first six months. In this period, it’s assumed the problem was there when you bought the item unless the seller can prove otherwise. After six months, you can still claim if you can show the fault was present at purchase, but it may be more difficult.
If you’re outside these timeframes, you might still be able to resolve the issue by contacting the seller directly, explaining the situation, and asking for goodwill assistance. Some retailers offer extended returns or guarantees, so check their policies.
Why Acting Quickly Matters
Acting promptly protects your rights and makes it easier to get a solution. Keep your receipt or proof of purchase, and contact the seller as soon as you notice a problem. If you delay, you might lose the right to a refund or repair, and it can be harder to prove your case.
For a full explanation of your legal protections, see the Consumer Rights Act 2015 guide. Understanding these time limits helps you act confidently if you ever need to return or complain about a mis-priced or faulty item.
