How should businesses display prices?
When advertising products or services, businesses must present a total price that includes all unavoidable charges. This means taxes, duties, and any fees that are pre-selected for the consumer must be part of the displayed amount. A price that omits these mandatory extras is not acceptable, as it does not reflect the true cost the consumer will pay.
What makes a total price “prominent”?
A prominent single total price is one that is clear and stands out so that it is easily noticed by a consumer. If a business also shows a price for just one component of the offering, the total price must be at least as prominent as that partial price.
How can consumers compare final costs?
Instead of focusing solely on the advertised price, consumers should add up all applicable charges to work out the total final amount they will need to pay. This helps assess whether the overall cost represents good value for money.