Pricing
- Introduction
- Pricing of products and services
- Rules for specific services and businesses
- Who enforces the rules around pricing?
- Further information
Introduction
In general, there are no controls on prices in Ireland. This means that, with a few exceptions (for example, pricing for utilities), there is no legislation clearly stating what the maximum or minimum price for a product or service should be. This is to promote competition amongst retailers and service providers and to prevent anti-competitive practices that may result in consumers paying higher prices.
There are however, strict rules about how information on pricing should be displayed so that you can compare prices and make an informed buying decision. There are also more specific rules for some businesses such as pubs, restaurants and hairdressers.
The main pricing rules are summarised below.
Pricing of products and services
The rules on pricing of products and services cover:
- Clear and understandable pricing
- Information about the total price
- Prices to be tax-inclusive
- Wrong or misleading pricing
Clear and understandable pricing for products
Traders must display the price of products in accordance with the EC (Requirements to Indicate Product Prices) Regulations 2002.
The Regulation requires that the selling price, the unit price (price per unit of measurement), and reduced prices (indicated by a fraction or a percentage of the previous price), must be:
- Clearly visible and understandable for all products
- Easily identifiable as being the price of that product
- Near the product, or in the case of distance contracts (for example, online shopping) be near to the description of the product
- Displayed in Euro – however, shops can also display prices in other currencies (for example, Sterling) and it does not have to be a direct conversion of the Euro price
- Unit prices for products sold by weight, volume or measure must also be clearly shown (for example, price for litre or kilo, metre or square mile)
A common way for traders to display prices is by using a shelf edge label (SEL). However, if a trader does not have the equipment for printing SELs or for point-of-sale scanning, they can use price stickers on the goods, or just display a price list near the goods.
Information about the total price
Traders of products and services must provide information about the total price, including any taxes, and if there are extra charges (such as delivery or postal charges) under the European Union (Consumer Information, Cancellation and Other Rights) Regulations 2013. Find out more about shopping online.
Prices to be tax-inclusive
Prices for products and services available to consumers must include all taxes, including Value Added Tax (VAT), under the Prices and Charges (Tax-Inclusive Statements) Order, 1973. For services such as phone or electricity, VAT can be shown separately once the total amount that you will have to pay is clear.
Products intended only for a business customer (business-to-business transaction) – for example, products marked ‘trade only’ can show prices that exclude VAT.
Wrong or misleading pricing
Traders are not allowed to display a price that is false or misleading under the Consumer Protection Act 2007. If a trader makes a mistake and the actual price is more than that displayed, you must be told the correct price before you pay. The trader does not automatically have to sell to you at the lower price, however, they must correct the mistake as soon as possible. It is an offence for the trader to knowingly charge more than the price displayed.
Generally, if you are told the correct price before you pay, you do not have the right to demand that the product is sold to you at the lower price. You can either choose to buy the product at the higher price or not go ahead with the purchase. However, if you are charged incorrectly (at a higher price than what is displayed) and you notice this error after you pay, you should bring this to the trader’s attention to request redress (for example, they may provide a full refund or a difference in the price).
When you buy online, you should always be aware of any terms and conditions that form part of the contract of sale. Detailed terms and conditions are often set out at the bottom of the relevant webpage. These terms often reserve the right to cancel the transaction where there has been a genuine or obvious error in respect to price.
Your rights are exactly the same when you buy in a sale as at any other time. If a price reduction is displayed on an item, the previous price must have been valid for 28 days over the previous three months.
The false use of limited offers is also banned. This is where traders tell you that an offer will only be available for a limited time when that is not the case. Find out more about unfair commercial practices.
The Competition and Consumer Protection Commission (CCPC) has more information about rules on pricing.
Rules for specific services and businesses
In addition to the general rules above that apply for all products and services, there are also more specific rules.
Price regulation for certain services
There are some services where prices are regulated. These services include:
- Electricity – The Commission for Regulation of Utilities (CRU) checks the prices charged by energy suppliers to protect customers against over-pricing, price-fixing and to make sure that there is a healthy level of competition in the sector. CRU is the statutory body responsible for the regulation of energy and water sector in Ireland.
- Some telecommunications and postal services - For example, ComReg monitors An Post’s compliance with its legal obligations as universal service provider around the price of the services
- Financial services – Suppliers do not have to apply for approval for price changes such as a change to bank charges or interest rates, but they must inform the Central Bank of Ireland about any changes. The Central Bank regulates the financial services sector in Ireland.
You can find out more about consumer protections organisations.
Price display rules for certain businesses
Some businesses must follow specific rules about displaying prices. This is so you can clearly see the prices displayed and decide if you are happy with the prices before you enter the premises.
These rules include:
| Pubs, bars and other licensed premises (other than off-licences, where the normal rules for other types of shops apply) that require a vintner’s licence to operate | The following rules on prices apply:
These rules are in the Retail Price (Beverages in Licensed Premises) Display Order, 1999. |
| Restaurants, cafés, fast food outlets, hotels and other business that sell food for eating on their premises | The following rules on prices apply:
These rules are in the Retail Prices (Food in Catering Establishments) Display Order, 1984. |
| Service stations | The following rules on prices apply:
These rules are in the Retail Prices (Diesel and Petrol) Display Order, 1997. |
| Hairdressers | The following rules on prices apply:
These rules are in the Charges (Hairdressing) Display Order, 1976. |
| Airlines | The following rules on prices apply:
These rules are in the Consumer Information (Advertisements for Airfares) Order 2000. |
| Concert and theatre tickets | The following rules on prices apply:
These rules are in the Consumer Information (Advertisements for Concert or Theatre Performances) Order 1997. |
| Dental practices | The Dental Council issues a Code of
Practice which states the following in relation to private fees:
If you have a complaint about pricing information provided by a dental practice you can contact the Dental Council. |
Who enforces the rules around pricing?
The Competition and Consumer Protection Commission (CCPC) has a general function to:
- Promote competition and consumer welfare, and
- To investigate, enforce and encourage compliance with competition and consumer law in Ireland
One of the aims of competition law is to prevent anti-competitive practices that may result in consumers paying higher prices. Anti-competitive practices include:
- Price fixing – This is when businesses selling the same item or service agree what prices should be charged for a product or service
- Tying – This is when different products are linked together to prevent consumer choice
- Resale price maintenance – This is when resellers are not allowed to set prices independently
If you have a complaint about the pricing of any good and service, you should first complaint directly to the trader. Find out more about how to make a complaint.
You can complain to the CCPC if you think a trader is not complying with competition and consumer laws or the laws around the display of prices.
You can find more information about what the CCPC does.
There is also a website for
consumers.