Colourful price tags at Australian chemists may trick shoppers into buying full-price items, Choice says

Promotional price tags in chemist chains often confuse consumers into believing they're getting discounts when they’re not. A Terry White pharmacy example shows toothpaste priced at $6 despite its usual cost being just $8.99—misleadingly claiming a $5 saving while the actual difference is only $2. Chemist warehouse and Terry White deny any mislabeling, with Terry White even stating its price tags reflect supplier quotes rather than retail prices. The Australian Competition and Consumer Commission has also criticized this misleading practice.