Georgia’s Competition and Consumer Protection Agency (GCCPA) has found that Fresco West Georgia LLC violated the country’s Law on Consumer Rights Protection by misleading customers about product pricing.
The Agency stated that the violation occurred when a customer was shown one price at the time of weighing a product in the store but was charged a higher price at checkout. The price difference was explained by the retailer as the result of an expired discount period.
The GCCPA assessed this practice as misleading commercial behavior, stating that changing the price at the cash register violates main principles of consumer law, including informed consent, reasonable expectation and good faith. The Agency emphasized that when customers purchase multiple items, it is unrealistic for them to independently verify the expiration date of each discount, significantly increasing the risk of unnoticed overcharging.
As a result of the ruling, Fresco West Georgia LLC has been instructed to restore consumer rights and bring its pricing and commercial policies fully into compliance with legal requirements within one month.
