Consumers Entitled to Pay Lower Price When Product Shows Two Different Prices

Consumers often encounter products displaying two different prices, one lower and one higher, either on the shelf or on the product itself. According to Israeli consumer protection law, when there is a discrepancy between the price shown to the consumer and the price charged at checkout, the consumer is entitled to pay the lower price. For example, if a product is labeled at 9.90 shekels but scanned at 12.90 shekels, the store must charge the 9.90 shekels price, even if the checkout system was updated and the shelf price was not.

This rule also applies when two different price tags appear on the same product. Consumers should insist on paying the lower price in such cases. Although some businesses may try to avoid this law with various excuses, the legal standard is clear: the lower price prevails.

If a consumer only notices the price discrepancy after paying, they should compare the receipt with the displayed price and can request a correction from the store. It is advisable to photograph the price tags, especially when the difference is significant. Ultimately, it is the store's responsibility to ensure that the checkout prices match those shown to customers. Therefore, consumers should not automatically assume the higher price is correct and should demand the lower price when discrepancies occur.