New regulations affecting major supermarket retailers across the UK have now come into force, introducing stricter requirements on how prices are displayed in stores and online. The changes apply to chains including Tesco, Morrisons, Sainsbury’s, Asda, Aldi, Waitrose, and Lidl.
The reforms are designed to improve price transparency and make it easier for consumers to compare products. According to reports published by several UK news outlets, retailers must now follow standardized rules on unit pricing, price presentation, and loyalty discount displays.
Expanded Unit Pricing Requirements Across More Product Categories
One of the most significant changes is the expansion of unit pricing requirements to a broader range of everyday goods. According to the reports, products such as cereals, pasta, dried fruits, detergents, cleaning products, and cosmetics must now display unit pricing alongside their selling price.
The regulations also standardize the way metric unit prices are presented. Retailers must display prices using measurements such as price per kilogram, litre, metre, square metre, or cubic metre, depending on the product. This requirement applies regardless of the size of the item being sold.
The aim is to allow shoppers to compare products more easily across different brands and package sizes. According to comments attributed to Alexa Lamont, Managing Associate and Knowledge Lawyer, the reforms are intended to make it easier for consumers to compare value across a wider range of goods.
Certain exemptions remain in place. Mixed-product packages, including some gift hampers, are excluded from unit pricing requirements when they contain items that are typically sold using different measurements. Examples cited in the reports include packages that combine products sold by weight, such as cheese, with products sold by volume, such as wine, or items that are normally sold individually at varying prices. The regulations also specify that deposit amounts must not be included in displayed selling prices.
Loyalty Discounts and Price Displays Face Stricter Rules
The reforms introduce additional requirements governing the presentation of prices and discounts. According to the reports, all displayed prices must be clearly legible and shown in fonts that are clear and of a reasonable size. Retailers must also ensure that any delivery charges are presented in a way that is unambiguous, easy to identify, and clearly readable.
Another major area of focus is loyalty card pricing. When a retailer offers more than one price for the same product, such as a standard shelf price and a discounted loyalty card price, both figures must be displayed clearly.
According to Alexa Lamont, retailers must also explain the conditions required to obtain the lower price and place that information prominently near the product. The requirement applies not only to selling prices but also to unit prices where relevant.
The reports provide an example of a product priced at £5 for standard shoppers and £4 for loyalty card members. Under the new rules, both prices must be shown clearly, together with an explanation of the loyalty card requirement so customers can see the conditions before making a purchase. The changes require retailers to review pricing systems, train staff, and, where necessary, update physical and digital price displays to comply with the new regulations now in force.
