Hiding prices: Shufersal chain misled consumers and was fined millions

The Consumer Protection and Fair Trade Authority today (Wednesday) notified Shufersal Ltd. of its intention to impose a financial fine of 1,971,840 shekels - after finding that there was reasonable basis to assume that it had violated the provisions of the Consumer Protection Law.

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It is suspected that the bookstore chain did not display prices on thousands of products, products were found whose price at the checkout was higher than the price displayed on the product/sign, and imported products were found whose country of origin was not as indicated on the signage.

The authority's investigation found that the Shufersal chain violated several sections of the Consumer Protection Law:

• Failure to display prices - It was found that prices were not displayed on thousands of products in the business.
• Deception (regarding the country of manufacture/origin) - imported products were found whose country of origin is not as indicated on the signage.
• Deception (difference from checkout shelf) - It was found that the price at the checkout was higher than the price displayed on the product/sign next to the product.
• Failure to mark the country of production/origin - The company did not mark the country of production next to the agricultural produce that is not packaged when presented for sale, and/or agricultural produce that is packaged at the place where it is sold or marketed to the consumer.

Kobi Zarihan, the head of the Consumer Protection and Fair Trade Authority, said: "Failure to display prices, misleading labeling of the country of manufacture, and the gaps to the detriment of the consumer between the price on the shelf presented to the consumer and the price at the checkout - directly harm the pocketbook and the trust of consumers. We will not allow a situation in which a large retail chain ignores the law and the mandatory standards.".

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