Prices law to give shoppers muscle
Shoppers are to be given more muscle under the new legislation forcing retailers to display the price of their products more clearly. It replaces existing regulations which proved unenforceable.
From March 1 all shops must show not only the cost of each item but also the price per kilo or per litre and will face stiff penalties for failing to do so.
It is all part of a campaign by Tánaiste Mary Harney to give consumers more buying power.
She warned retailers yesterday they would face more stringent Government regulation if they did not come up with proposals to give their customers a better deal.
“For too long, big business has been king and the consumer has played second fiddle. In future I want to see the consumer centre stage,” she said. “I will not hesitate to introduce additional regulation if I think it is merited.”
The new law, which provides a fine of €3,000 for each infringement, has been welcomed by the Consumers Association of Ireland.
“This has been a long time coming,” the association’s chief executive Dermot Jewell said yesterday. “It will make it easier for consumers to make price comparisons.”
The Director of Consumer Affairs Ms Carmel Foley said she expected most retailers would readily comply with the new regulations. “However, if I find that there is a large level of complaints from the public I will have no hesitation in asking Mary Harney for more inspectors,” she said. Her office has 24 inspectors covering the entire country.
Making the announcement, the Tánaiste said: “I am a strong advocate of competition in all sectors of the economy. But for competition to work effectively, consumers must be able to make informed choices.”
The new law places the obligation on retailers to provide clear information as to what price they are asking the consumer to pay.
This will allow consumers to make accurate price comparisons between different brands and sizes.
“Unit pricing will also make it easy for the consumer to make accurate and speedy price comparisons as between competing products which are sold by quantity. This includes most basic foodstuffs,” said the Tánaiste.
The new law applies to everything from washing machines and furniture to basic foodstuffs on the supermarket shelves. Goods sold over the internet or by mail order catalogue are also covered.
“Everything must be clearly priced,” Ms Harney stressed.
The new regulations are being introduced because existing price display regulations were found to be unworkable.
Not a single prosecution was brought under the current legislation introduced less than two years ago.
Ms Harney pledged that the new rules would be rigorously enforced.
