Round #831

A retailer is refusing to honour a price advertised on its website, claiming it was a mistake. Can I insist?

A frustrating situation! In the UK, the rules around pricing errors are governed by the Consumer Rights Act 2015 and the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013. Here's what you need to know: **General principle:** If a retailer advertises a price on their website, they are generally bound by that price. However, there are some exceptions and nuances to consider. **Mistake or not:** If the retailer claims the price was a mistake, they might try to argue that it was an error and not a genuine offer. But, if the price was displayed on their website, and you relied on that price to make a purchase, you may still be able to insist on the advertised price. **Key factors to consider:** 1. **Was the price clearly displayed?** If the price was prominently displayed on the website, and you had no reason to believe it was an error, you may be able to argue that the retailer is bound by that price. 2. **Did you rely on the price?** If you made a purchase or placed an order based on the advertised price, you may be able to claim that you relied on the price and that the retailer should honour it. 3. **Was the mistake obvious?** If the price was significantly lower than the usual market price, or if it was clear that the price was an error (e.g., a £100 item priced at £1), the retailer may be able to argue that you should have known it was a mistake. **Your rights:** Under the Consumer Rights Act 2015, you have the right to: 1. **Request the retailer to honour the price**: You can ask the retailer to sell you the item at the advertised price. If they refuse, you may be able to claim that they are in breach of contract. 2. **Cancel the contract**: If the retailer refuses to honour the price, you may be able to cancel the contract and request a refund. **What to do:** 1. **Contact the retailer**: Reach out to the retailer's customer service department and explain the situation. Provide evidence of the advertised price, such as a screenshot or a printout of the webpage. 2. **Quote the relevant laws**: Mention the Consumer Rights Act 2015 and the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013, and explain how they apply to your situation. 3. **Be polite but firm**: Be respectful and courteous, but also clear and assertive in your communication. 4. **Consider escalating the issue**: If the retailer still refuses to honour the price, you may want to consider escalating the issue to a higher authority, such as a customer service manager or a trade association (e.g., the Retail Ombudsman). Remember, the outcome will depend on the specific circumstances of your case. Be prepared to provide evidence and argue your position, and don't be afraid to seek advice from a consumer protection organization or a lawyer if needed.

Yes.