A business can't display 2 or more prices for an item and then sell it for more than the lowest price.
This does not apply when the advertisements state that prices vary in different regions, where a price is entirely hidden by another price, a unit price is shown, or a price is displayed in an overseas currency.
- ABC Pty Ltd publishes a price for a product in its online catalogue. Mary went to an ABC store to buy the product. ABC informed Mary that the online catalogue price was a mistake and the product was only available at the higher price displayed in the store. ABC is in breach of the law.
- XYZ, a supermarket, displays a price on the shelf but accidentally encodes a higher price on the item. The consumer is asked to pay the higher price at the check-out. XYZ is in breach of the law.
If a business realises it has engaged in multiple pricing, it can avoid liability by:
- retracting the price displayed in the catalogue or advertisement, and publishing the retraction at least as prominently as the original advertisement, and
- withdrawing the goods from sale until a correction is made.