Businesses are prohibited under the ACL from displaying two or more prices for an item and then selling that item for more than the lowest price. This could occur if a business:
- publishes a price in a sales catalogue and then informs a consumer that the goods are only available at a higher price displayed in the store
- displays a price on a shelf but encodes a higher price on the individual item so that at the check-out the consumer is asked to pay the higher price.
Multiple pricing can occur accidently. For example, if a printing error occurs and a catalogue shows a lower price than intended. In such cases, the business can avoid liability by:
- retracting the incorrectly displayed price and publishing a retraction at least as prominently as the original advertisement
- withdrawing the goods from sale until a correction is made. This avoids the goods being sold at the higher price, so the law is not broken.