To expect that, within reason I should pay the price a product is listed at, even if the retailer have got it wrong?

[electra]

Especially when it's in the sale?

Now, my understanding is that as a consumer you cannot make a retailer charge you the price an item is listed at in the shop, however, a retailer could get into trouble for false advertising / marketing if they are selling things for a different price than they are displayed as.

I think it is very poor customer service to get to a till and find that you are expected to pay an extra £5, £10 or whatever than the item is priced as.

Obviously I don't mean that I should be able to pay 99p for something that clearly costs £99, but....

we got a DVD player in tesco which scanned at £30 more than the shelf price, after not paying and going to customer services to query it, Dh was told, no thats the other model, no it wasn't blah blah blah - guy went with DH to show him he was wrong.

Guy was very shame faced and admitted it was their mistake, they had the dearer model priced up same price as cheaper one, but agreed they HAD to sell it to us at the advertised price on the shelf.

and immediately went and removed them all to sort it out!