Consumer NZ has launched the Price it Right campaign, urging the government to take action against misleading supermarket pricing practices that are costing New Zealand shoppers tens of millions of dollars each year.
“We’re asking the government to step in and deal with misleading supermarket pricing,” Consumer NZ chief executive Jon Duffy said.
Consumer NZ is calling for a compulsory supermarket pricing accuracy code that includes clear regulations, strong penalties, and automatic reimbursement for consumers when supermarkets make pricing errors.
“Too often, shoppers are charged more at the checkout than what’s shown on the shelf, or they’re misled in some other way,” Duffy noted.
“While pricing errors may seem minor on an individual basis, they add up when multiplied across the population. This isn’t OK, particularly at a time when people are struggling to pay their bills.”
“This isn’t just the occasional mistake – it’s an ongoing systemic problem that’s adding to the pain people are feeling at the checkout with food prices that are already too high,” he added.
“It’s already illegal for businesses to mislead consumers about prices, but the current law is not forcing supermarkets to up their game. They have had plenty of chances to fix this. The time for talk is over. It’s time for stronger rules with real consequences.”
The Price it Right campaign urges the government to introduce a mandatory supermarket pricing accuracy code:
- with clear pricing rules
- requiring supermarkets to automatically compensate consumers when pricing errors occur. For example, by requiring products be provided free of charge if the shelf price is cheaper than the scanned price, there is a special that doesn’t offer a genuine saving or incorrect unit pricing.
- requiring your rights to be clearly disclosed both in-store and online
- with infringement notice powers and much higher penalties (similar to those in Australia) for misleading pricing and promotions.
“We’re not asking for much – just fair and accurate pricing that consumers can trust,” Duffy said.
“It’s a simple step that would make a real difference.”
Price it Right gets full support from Grocery Action Group
The Grocery Action Group has thrown its full support behind Consumer NZ’s “Price it Right” campaign.
“As advocates for fairness and transparency in the grocery sector, we recognise the urgent need to address misleading supermarket pricing practices that continue to undermine the trust of shoppers throughout Aotearoa,” group chair Sue Chetwin said.
“We urge the government to act swiftly on these recommendations and to stand with consumers in demanding fairness from our nation’s supermarkets.”
The Grocery Action Group encourages other organisations, industry partners, and the public to join in supporting the “Price it Right” campaign by signing the petition to help achieve meaningful legislative reform.