Price Marking Order updates: What retailers must do by 6 April 2026

Tools & Resources

In a nutshell...

New price display rules apply from 6 April 2026, requiring clear selling and unit prices for most goods sold online or in store.
Prices must be easy to read and positioned close to the product, with both standard and loyalty prices shown clearly where more than one price applies.
General reduction notices can only be used where it’s not feasible to update each item, and some products are exempt from unit pricing.

From 6 April 2026, updated UK Government guidance on the Price Marking Order (PMO) 2004 comes into effect across Great Britain. These changes clarify how you must display selling prices and unit prices, so customers can compare products easily, whether they shop online or in store. This article breaks down the changes and what you need to do, with a checklist to help you plan.

The guidance applies to retailers selling goods to consumers. If your business sells only to other businesses, these rules won’t apply.

What the updated price marking guidance requires:

Clear selling prices – You must display the full selling price the customer pays, including taxes. Deposits are not part of the selling price. If a product includes a refundable deposit (for example, a returnable bottle), the deposit amount must not be included in either the selling price or the unit price.
Clear unit prices – Where required, show the price per standard metric (for example, per kilogram, litre, metre, square metre, cubic metre).
Easy to read presentation – Prices must be unambiguous, easy to identify and clearly legible, using a clear font and positioned close to the product or description.
Clear rules for loyalty or promotional pricing – If you offer different prices (for example, standard vs loyalty price), you must show both prices and conditions for the promotional price.
Unit pricing exemptions apply in some cases – The updated guidance includes exemptions for certain products, including mixed assortments sold in varying quantities or items reduced due to damage or deterioration. Retailers should check Schedule 2 exemptions in the guidance.

Some examples to make it easier

Example 1: Shelf edge label for 500g pasta

Selling price: £1.25
Unit price: £2.50 per kg
Presentation: Both prices shown in one label, clear and legible.

Example 2: Ecommerce product page for 1.5L juice

Standard price: £2.40
Loyalty price: £2.00
Unit price: £1.33 per litre
Conditions: Loyalty scheme requirements displayed next to the price.

Example 3: General reduction

A general notice (for example, “20% off all paint”) may be used only where it is not feasible to display the reduced selling and unit price on each affected product, as required by the updated PMO.

Retailer checklist

For all labels and pages:

Selling price shown clearly and includes taxes.
Unit price displayed where required, using standard metric units.
Loyalty/promo prices shown with conditions, not hidden or downplayed.

Design and accessibility:

Font is clear and legible – price is close to the product description.
Online unit prices placed near selling price, not hidden below folds.

Operational processes:

Process agreed for updating labels before 6 April 2026.
Training for staff on identifying when products require unit pricing.
Clear approach to promotions and general reductions across categories.

Next steps…

Check GOV.UK’s Price Marking Order guidance for further details.
Schedule training for staff, agree changes to your processes, and update handbooks or policies as needed.
Plan to make changes to all price labels or pages in store or online by 6 April 2026.