Price it right: Consumer NZ launches campaign to stop misleading supermarket pricing

Consumer NZ has launched a new campaign – Price it right – calling on the government to crack down on misleading supermarket pricing practices that the Grocery Commissioner estimated could be costing shoppers tens of millions of dollars a year across Aotearoa.

The consumer watchdog is urging the introduction of a mandatory supermarket pricing accuracy code, with clear rules, meaningful penalties and automatic compensation for consumers when supermarkets get it wrong.

“We’re asking the government to step in and deal with misleading supermarket pricing,” said Jon Duffy, Consumer NZ chief executive.

“Too often, shoppers are charged more at the check-out than what’s shown on the shelf, or they’re misled in some other way. While pricing errors may seem minor on an individual basis, they add up when multiplied across the population. This isn’t OK, particularly at a time when people are struggling to pay their bills.”

Recent Consumer research found that 62% of New Zealanders noticed pricing errors at the supermarket.

“This isn’t just the occasional mistake – it’s an ongoing systemic problem that’s adding to the pain people are feeling at the check-out with food prices that are already too high,” said Duffy.

Thanks to hundreds of complaints shared by consumers, Consumer filed a formal complaint with the Commerce Commission in 2023. That led to criminal charges being laid against Woolworths NZ and two Pak’nSave stores for misleading pricing. But the problem persists.

“It’s already illegal for businesses to mislead consumers about prices, but the current law is not forcing supermarkets to up their game. They have had plenty of chances to fix this. The time for talk is over. It’s time for stronger rules with real consequences,” said Duffy.

Consumer’s Price it right campaign is calling for:

• a mandatory supermarket pricing accuracy code with clear pricing rules

• automatic compensation when shoppers are overcharged – such as receiving the item free if the scanned price is higher than the shelf price, there is a special that doesn’t offer a genuine saving or the unit pricing is incorrect

• clear disclosure of consumer rights in store and online

• tougher penalties and infringement notice powers, like those used in Australia, to deter misleading pricing and promotions.

“We’re not asking for much – just fair and accurate pricing that consumers can trust,” said Duffy. “It’s a simple step that would make a real difference.”

What you can do

Consumer is asking New Zealanders to sign its petition and demand that the government take urgent action. Minister for economic growth Nicola Willis says she’s considering introducing tougher penalties for supermarkets that breach the Fair Trading Act and other changes to ensure shoppers are not misled by pricing. Signing the petition will show your support for these moves.

Sign the petition: Tell the government to ‘price it right’

“It’s time supermarkets were held to account. By signing and sharing the petition, you’re helping stop misleading supermarket pricing and pushing for real change.”