It was on sale! In 2017 our instinct is to protect against misleading price indications. 55 years ago a UK Government Committee reported. “Our reaction to the complaints about deceptive methods of indicating the price of goods on display is that consumers must be expected to go shopping with their eyes open and their wits reasonably alert. If it should happen to their cost that they fail to notice [the details of the price] they will have had a valuable lesson which might later help them more than anything we could recommend.” This article will seek to track the changes.
European Business Law Review