[LISTEN] Are stores allowed to round up prices at the till?

702 listener Doris McMillan sought assistance from consumer journalist Wendy Knowler with regard to Food Lover's Market’s false advertising.

McMillan compared an advert for "filleted hake" at a R49,99 per kilo with a photo of fish fillets, versus the reality - whole hake minus heads.

The misleading photo of hake fillets was used in advertising by the Nicolway branch, she said, and also by the new branch at Ferndale on Republic, even after she’d raised the issue.

Another issue, strawberries advertised as R19,99, but R20 was rung up.

I have been involved in Twitter conversations with so many people complaining about the very same thing of stores rounding up just to benefit themselves.

Wendy Knowler, Consumer Journalist

That must never happen, it is shortchanging. If there is any rounding to happen it should be to the consumer's benefit, not to the store's benefit.

Wendy Knowler, Consumer Journalist

Below is the response from Food Lovers Market:

We have examined the print advertisement for hake provided by Mrs McMillan and while the product is correctly described in print as being 'Food Lover’s Signature Baby Hake Headed & Gutted 1kg for R49.99 each', the image that accompanied the print is that of fresh hake fillets. We do acknowledge that, despite the correct description of the product, the accompanying image could mislead our customers into believing that the product on special is filleted fresh hake. In response to this, our national operations director has addressed the absolute imperative to utilise accurate pictorial representations of promotional products in our advertising with our marketing team and the heads of our various in-store departments and this is an area that we will be closely monitoring going forward.

Listen to full interview below...


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