IT'S a good feeling walking out of a shop with a coveted item, "knowing" you have paid half the original price.
But consumer watchdogs around Australia believe too many shoppers are being deceived, launching a national crackdown this year on businesses making false or misleading "was/now" price claims.
Nearly 50 per cent of the 78 traders investigated were issued with substantiation notices by NSW Fair Trading officers, asking them to back up their discount claims.
About 230 items labelled with "was/now" comparisons were checked.
"Traders were identified based on complaints data, as well as a co-ordinated internet scan to identify promotions on websites targeting Australian consumers," said NSW Fair Trading Minister Matthew Mason-Cox.
"Businesses visited included furniture retailers, supermarkets, department stores, jewellers and other specialist retailers."
One retailer was caught deceptively claiming a Canon inkjet printer "was $59, now $39".
The printer was never sold at $59 because of a late delivery, rendering the "was/now" claim false, Mr Mason-Cox said.
The retailer said it would place corrective notices in the media and in their stores before Christmas, offering $20 gift cards to make up for the difference. It will also train staff in consumer law.
A Canon spokesman said: "Canon does not control market pricing."
NSW Fair Trading officers investigated 30 businesses, checked 150 discounted items and issued 13 substantiation notices.
Six traders could validate their claims, six traders are still being investigated and one trader has received an "education" letter, reminding them of their obligations.
A homewares retailer is being investigated for claiming its sale items were marked down by between 53 and 70 per cent.
This month, the Pharmacy Guild and National Pharmacies asked the ACCC to investigate Chemist Warehouse as a "matter of urgency", saying the retailer was misleading customers with "normal price" and "you saved" claims on receipts.
They said a "normal price" did not exist for pharmacist-only medicine as most therapeutic goods did not have recommended retail prices.
Chemist Warehouse has denied any wrongdoing.
Consumer advocacy group Choice said the Chemist Warehouse case showed price "trickery" was widespread.
"The trick is not to fall for glossy price promotions," said Choice spokesman Tom Godfrey.
"What you've got to do is your homework — shopping around and comparing prices at multiple retailers. Don't think that they will do the right thing by you."
Last year, jewellery maker Zamel was found guilty and penalised $250,000 in the Federal Court for misleading customers about its "was/now" price claims.
Zamel, through various promotional materials, falsely declared "was $275, now $149" for some jewellery pieces, when they were never sold at the original price stated.
Consumer law breaches attract penalties of up to $1.1 million.
