Consumer Help guide

Sort out a wrong price at the till or online

Know when a shop must honour a price, what to say at the till or to an online seller, and how to report misleading pricing to Trading Standards.

Estimated time: 15–30 minutesUpdated: 1 October 2026

Use this guide when you are charged more than the shelf or website price, when an online order is cancelled because of a 'pricing error', or when a deal looks misleading. Have your receipt, a photo of the shelf label or a screenshot of the web page, and your order confirmation if you bought online.

Step by step

  1. Capture the price before it changes

    Photograph the shelf label, promotional sign or barcode sticker, or take a screenshot of the web page showing the item, price, date and time. Keep your till receipt or order confirmation email. Prices are often corrected within hours, so evidence taken on the spot is worth far more than your memory later.

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