Price Marking Order 2026: are your shelf labels legal?
Since 6 April 2026 the rules on how shops show prices have been tighter. Promotions and loyalty prices now need a unit price too, and every label has to be clear and easy to read. Here is what changed and what it means for the shelf edge.
- In force since 6 April 2026
- Applies in store and online
- England, Scotland and Wales
- 6 April 2026the date the amended rules came into force
- 2 pricesselling price and unit price, on promotions and loyalty offers as well
- 10%of global turnover: the top civil penalty for a breach
- 2004the year of the original Order, now updated for loyalty pricing and multibuys
What is the Price Marking Order?
The Price Marking Order 2004 is the law that says how traders must show prices to consumers. It requires a selling price on goods for sale and, for many products, a unit price as well: the price per kilogram, litre or other standard measure, so that shoppers can compare one pack with another.
It was written before loyalty card prices and layered promotions became normal. The Price Marking (Amendment) Order 2024, with further changes made in 2025, brings it up to date. The changes were first due in October 2025 and came into force on 6 April 2026.
The rules apply to shops and to online sellers in England, Scotland and Wales. Northern Ireland has its own Order.
What every price label now has to do
The test is whether a shopper can see what they will pay, and compare it with the product next to it, without having to ask or work it out.
A compliant price label is
- Unambiguous, easy to identify and clearly legible
- Close to the product it refers to
- Showing the selling price, including VAT
- Showing the unit price wherever one is required, just as clearly
- Showing every price that applies, such as a loyalty price, with the conditions for getting it
Do not favour one price
Where a product has more than one price, such as a standard price and a member price, the guidance says care should be taken not to give one more prominence than the other. A huge member price above a tiny standard price is the thing to avoid.
The biggest practical change for most shops.
- Promotional and loyalty prices must show a selling price and a unit price, unless an exemption applies
- A multibuy needs the unit price for the deal as well as for a single item
- The conditions for getting the lower price must be stated clearly
- The standard price still has to be shown alongside
A sign saying 20% off everything in this aisle is no longer a catch-all.
- Allowed for large-scale, short-term discounts
- Only where it is not reasonably practicable to change each label
- A planned offer on specific products should be priced on the products themselves
How to check your shop
The rules are already in force, so this is an audit and not a countdown.
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Walk the shelf edge
Pick ten products at random. Can you read the selling price and the unit price from where a customer stands?
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Check your promotions
Every multibuy and loyalty offer needs its own unit price, and its conditions, on the label.
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Check your units
Unit prices should use the correct metric unit for the product, such as per kilogram or per litre, and be consistent across similar products.
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Look at how prices change
If a price change means printing and re-ticketing by hand, count how often the shelf and the till disagree. That gap is where complaints come from.
How it applies by type of shop
The Order covers any trader selling goods to consumers. How hard it bites depends on how many prices you change, and how often.
Highest impactSupermarkets and grocers
Thousands of lines, weekly promotions and loyalty pricing. Every one of those labels now carries more information, and grocery unit pricing has already been reviewed by the Competition and Markets Authority.
Electronic shelf labels
Promotions are the riskConvenience stores
Fewer lines, but plenty of multibuys and frequent price changes. Promotional labels are where most of the gaps will be.
Shop shelving- Unit pricing applies
DIY, garden and pet shops
Paint, compost, pet food and anything else sold by weight or volume needs a unit price. The government's own example of an offer that must be priced on the product is a pet shop running a month-long discount on cat litter.
Electronic shelf labels - Covered too
Online sellers
The same rules apply to product pages. Prices have to sit close to the product description and be just as clear as they would be on a shelf.
Where electronic shelf labels fit in
None of this requires electronic shelf labels. A paper label that shows the right prices clearly is perfectly legal.
The difficulty is keeping it right. Every promotion now needs more on the label, and every change is a chance for the shelf and the till to disagree. Shops that change prices often are doing more printing, more cutting and more walking the aisles than they were a year ago.
Electronic shelf labels take the price straight from your pricing system, so the shelf edge changes when the price does. A label layout can be set up once to show the selling price, the unit price and a loyalty price in the same place every time.
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Shelf edgeElectronic shelf labels
Pricer labels that update from your pricing system, with room for selling price, unit price and promotions.
See the range -
ShelvingShop shelving
Wall and gondola shelving for a clean, consistent shelf edge.
See the range -
PromotionsDump bins and baskets
Promotional bins and baskets need a clear selling price and unit price too, on the product or right beside it.
See the range
We supply, we do not install. We will help you work out how many labels you need, and in which sizes, and price it for you.
Common questions
When did the Price Marking Order change?
The amended rules came into force on 6 April 2026. They were originally due on 1 October 2025 and were put back by six months.
Do I need to show a unit price on promotions?
Yes, unless an exemption applies. Promotional offers and loyalty discounts must show both the selling price and the unit price. A multibuy should show the unit price for the deal as well as for a single item.
Can I still use a sign saying 20% off?
Only in limited cases. A general notice can be used for a large-scale, short-term discount where it is not reasonably practicable to change every label. For a planned offer on specific products, you are expected to update the prices on those products.
Does the law require electronic shelf labels?
No. Paper labels are fine as long as they are clear, legible and show the right prices. Electronic labels make it easier to keep the shelf and the till in step when prices change often.
What happens if my price labels are wrong?
Trading Standards enforce the Order. A breach can lead to criminal prosecution and an unlimited fine, or to civil enforcement with fines of up to 10% of global turnover. The Competition and Markets Authority can also enforce it directly.
Does it apply in Northern Ireland?
The amended Order and the government guidance apply in England, Scotland and Wales. Northern Ireland has its own Price Marking Order.
This page is a plain English summary, not legal advice. For your own shop, read the official sources: Price Marking Order 2004: government guidance on GOV.UK, The Price Marking (Amendment) Order 2024. Last reviewed October 2026
