A new pricing leaflet published by the European Consumer Centre (ECC) should help to empower shoppers.
The leaflet outlines legislation that protects consumers against false or misleading pricing. For instance, when air fares are advertised, the total price payable must be clearly stated as one single amount and in the currency in which it is payable.
Hairdressers must display a notice setting out the charges for every service. Petrol stations must display prices so they are clearly visible from the side of the road nearest the premises; tea rooms, coffee shops, cafes and restaurants must display a notice specifying the food available and the prices charged.
The ECC's marketing manager said: "in order to facilitate a free market there is largely no price control in the European Union. Your favourite bar of chocolate can cost 49p in a corner shop but only retail at 35p in a large supermarket. Prices can and do vary, therefore it's important to shop around."
The Minister of State with responsibility for consumer affairs, Mr Tom Kitt, said the leaflet was "a valuable tool in helping consumers to be more confident in exercising their rights in this area".
The golden rules for shoppers are "buyer beware" and "shop around for the best price", according to the ECC. The leaflet was produced as a result of a 66 per cent increase in consumer complaints on pricing recorded in the ECC last year.
Consumers who feel they have been misled by a false price, or that prices are not properly displayed should complain to the Office of the Director of Consumer Affairs.
Those who feel they have been misled by pricing in another member-state can contact the European Consumer Centre, O'Connell Street, Dublin.