CCZ cracks down on deceptive dual pricing

The Consumer Council of Zimbabwe (CCZ) has raised alarm over the growing practice by some businesses of placing two different price tags on the same product, warning that the trend violates consumer rights and threatens market integrity.

CCZ corporate director Philimon Chereni this week condemned the practice, describing it as deceptive, unethical and exploitative. He said displaying multiple prices on a single product deliberately confuses consumers and exposes them to unfair financial loss.

"Displaying two prices on one product is a clear violation of consumer rights. It creates uncertainty and leaves buyers vulnerable to manipulation at the point of sale," Chereni said. "Businesses must embrace transparency if we are to build trust and protect consumers."

In recent months, shoppers in major urban centres including Harare, Bulawayo, Mutare, Masvingo and Gweru have increasingly reported encountering products bearing two prices, often in different currencies or reflecting old and new rates. In many cases, the lower price is displayed prominently, while the higher price is charged at the till.

Consumers say they are frequently compelled to pay the higher amount after being told the lower price is "outdated" or "no longer valid," despite it remaining visible on the product.

"This is misleading advertising," Chereni said. "If a price has changed, it must be updated immediately. Keeping old prices alongside new ones is unfair and unlawful."

Zimbabwe's retail sector continues to operate in a volatile economic environment marked by inflationary pressures, currency instability and rising operating costs. While businesses argue that frequent price adjustments are unavoidable, CCZ insists that economic volatility does not justify breaches of consumer protection laws.

Under the Consumer Protection Act, traders are required to provide clear, accurate and consistent pricing information, and consumers are entitled to purchase goods at the advertised price unless an error is promptly corrected.

Beyond dual pricing, CCZ has flagged several other widespread abuses that it says require urgent intervention. One of the most common is the failure by some retailers to issue receipts, a practice prevalent among both informal and formal traders. Without proof of purchase, consumers are often unable to seek redress for faulty or counterfeit goods.

"Without a receipt, consumers are stripped of their right to return defective products or claim refunds," Chereni said.

The watchdog has also raised concerns over the sale of expired or substandard goods, particularly in the food and pharmaceutical sectors. CCZ has recorded cases of supermarkets and tuckshops stocking expired groceries, medicines and cosmetics, posing serious health risks. In some instances, expiry dates are allegedly altered or concealed.

Poor after-sales service has emerged as another major complaint, especially in the electronics and furniture sectors, where warranties are often ignored and customers struggle to secure repairs or replacements for defective products.

"Some traders disappear as soon as a product is sold," Chereni said. "When problems arise, consumers are left stranded."

Misleading promotions and false discounts have also become increasingly common. CCZ says some businesses inflate prices ahead of advertised sales to create the illusion of savings, a practice that distorts fair competition and erodes consumer confidence.

In response, the consumer watchdog is intensifying inspections, rolling out awareness campaigns and strengthening engagement with regulatory authorities. Chereni urged consumers to remain vigilant, question unclear pricing, demand receipts and report violations.

"An informed consumer is a protected consumer," he said.

He also appealed to business operators to uphold ethical standards, stressing that long-term profitability depends on transparency, trust and accountability.

"As the economy recovers, we need a retail sector that is transparent, responsible and consumer-focused," Chereni said.