The consumer has the right to expect that a product is sold at the price indicated in advertising. If an incorrect price is mistakenly displayed in an advertisement, the advertiser must take action to clearly rectify this. For example, an incorrect price printed in a newspaper ad must be rectified in the shop.
Consumers are generally not entitled to demand that the product be sold at the incorrectly indicated price, but the advertiser is responsible for informing the consumer of the correct price. Careless advertisers are responsible for costs needlessly incurred by the consumer, such as travel expenses.
Prices indicated on shop shelves are usually binding. If the price indicated on the product or the shelves is lower than the price at the check-out, the consumer is entitled to purchase the product at the lower price.
The binding nature of indicated prices also applies in online shopping. When the consumer has accepted an online offer, a binding offer is considered accepted, for example, when the consumer has placed an order for a product by submitting an online order form.
Incorrect information is not binding on the seller if the mistake is obvious to the extent that the consumer should have understood that the price shown was incorrect. This is the case, for instance, when the difference between the price shown and the actual price is substantial or when the incorrect price can be considered exceptionally low with regards to the general price level for such products.