AI

IANAL but I do have a fair handle on consumer rights in the UK.

In the UK the price displayed is "an invitation to treat". There are other laws requiring the price stated being the price paid, ie it must include all taxes etc. Prices per unit seem to be an industry "lol" sorry "best" practice here, rather than legislated for - it is a bit randomly applied.

If you keep your wits about you, you can do real comparative shopping. For example: in Somerset, Somerset produced Brie is cheaper in Tesco than French Brie. I can't remember if French Cheddar is cheaper than Somerset Cheddar or even if it exists. Obviously, there is the brand thing too to consider.

Anyway, the "invitation to treat" is not a binding contract. It is only a form of introduction to one. You see the price and might think OK, I like that and take the item to the check out. If the item was miss priced the shop may try to amend it. If you pay for the item then you are considered to have accepted the invitation to treat, the bargain is made and related duties are discharged.

That's sort of the central doctrine behind how you flog stuff for money hereabouts. There are lots of fluffy consumer related legislation to try and ensure it is all fair but in my opinion, no one has bothered to teach us proles about how a sodding contract is formed. All that extra legislation would be no longer needed if everyone understood ... where they stand!

It doesn't help when you hear stories of firms required to honour ridiculous prices due to silly accidents. You do not get to buy a Dyson Funky Biscuit Crumb Sucker 1000 for 20p because you Sno Pake'd out a few decimal places or an employee answered a phone call mid reprice. You get the idea.

Invitation to treat (price tag): £10.99 for a bottle of wine (with a £9.49 Tesco card offer price writ large) Go to check out: £10.99 - 1.50 (but we get to suck on your data, sorry you get a discount via your Tesco brand loyalty card) Pay: £10.99 now and get a £1.50 rebate as a voucher that only works at Tesco, probably. The voucher will expire in three weeks time.

Here the contract was successfully formed. A good was transferred from Tesco to you for ... some money and you might be 1.50 better off too. All a bit murky. That's why we have consumer legislation and why you and I need to now what on earth it is and how it protects us.