No room for error

08/10/2019 11:37

Traders are being sternly warned that human error and technical glitches are unacceptable excuses for contrasting shelf and point of sale prices.

The Consumer Council of Fiji has received numerous complaints of this nature and the actions of these traders is nothing short of robbery as most times the prices at the counter are much more than that advertised on shelves. This unethical practice is worrying as thousands of consumers may be misled into paying more. This is cheating and it must be stopped.

The Council through its market surveillance has also recorded many instances of misleading advertisements. These include discount prices being more than the normal price of the product, advertised products not meeting specifications as listed by the trader and advertised products being limited in supply.

Traders should always ensure that prices at point of sale (POS) match those advertised at point of purchase (POP). The same amount of energy and effort used to strategise sales tactics must also be exerted to ensuring their systems reflect the same. The recent $20,000 fine handed out to MH Super Fresh for false and misleading representation should serve as further warning to traders. The fine was handed down by the Suva Magistrate’s Court following a complaint where a bottle of Fabuloso was displayed and offered for sale at $5.95 but at the point of sale, the item cost displayed $6.45.

Now with the festive season approaching, shoppers will be bound to spend on food, electrical goods, clothes and other gifts. Consumers are urged to check prices thoroughly and be prudent in their spending.

Consumers are also urged to be cautious and report any cases of deceptive pricing with the Council as these are breaches of the FCCC Act 2010. The Council will also continue to conduct regular market surveillance.

Consumers wishing to lodge complaints are urged to contact the Council on toll free helpline 155 or email