The price at the counter is higher than the shelf tag — is that legal?
Last updated: 2026-07-12 · Educational content; not legal advice.
Short answer
No. Under the Price Tag provisions of the Consumer Act (RA 7394, Art. 81), it is unlawful to offer a consumer product for retail without a clear price tag, and the product may NOT be sold at a price higher than the one stated on the tag — and without discrimination among buyers. So if the shelf tag says one price and the register charges more, you are entitled to be charged the displayed price. Point it out at the counter, ask for the tagged price to be honored, and if the store refuses, keep a photo of the tag and the receipt and report it to the DTI, which enforces the Price Tag Act. (A genuinely expired or clearly mis-placed tag for a different item is different — the rule targets charging more than the price displayed for that product.)
Primary sources
Frequently asked
The cashier says the shelf tag is 'old' — do I still pay the tag?
The law bars selling above the displayed price (RA 7394 Art. 81). If the tag on the item's shelf shows a lower price, insist on it; a store's failure to update its own tags is not your burden. Photograph the tag and escalate to the DTI if refused.
Does the price tag have to include VAT?
Yes. The displayed price on a VAT-able consumer product must be the price the buyer pays, and you cannot be charged above the tagged amount (Art. 81–82).
Where do I report a price-tag violation?
The DTI enforces the Price Tag Act. Keep a photo of the tag and your receipt and file a consumer complaint with the DTI.
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Your rights when something you bought is defective — the repair, replacement, or refund a seller owes you under the Consumer Act (RA 7394, Arts. 68 and 100), why a blanket "No Return, No Exchange" sign is illegal (a deceptive sales act the DTI prohibits), the free implied warranty you get even without a warranty card (60 days to 1 year on new products), hidden defects discovered after purchase and the 6-month redhibition action under the Civil Code (Arts. 1561, 1566, 1567, 1571), the Price Tag Act rule that you cannot be charged more than the displayed tag (Art. 81), the Philippine Lemon Law (RA 10642) for a brand-new car with the same defect after 4 repair attempts within 12 months or 20,000 km, defective services, manufacturer vs seller liability, and how to file a DTI complaint. This cluster is about legitimate purchases that turn out defective — online-shopping fraud and fakes live in the Scams & Online Fraud cluster.