98/6/EC
SUMMARY
The selling price and the unit price must be indicated in an unambiguous, easily identifiable and clearly legible manner for all products offered by traders to consumers ("unambiguous" meaning the final price including VAT and all other taxes).
The unit price need not be indicated if it is identical to the selling price.
However, Member States may decide not to apply this rule:
- to products supplied in the course of the provision of a service;
- to sales by auction and sales of works of art and antiques.
This one covers how its displayed.
Still allows for pricing mistakes. A seller can not be forced to sell anything if they dont want to.
2005/29/EC
Misleading practices
A practice is misleading if it contains false or untrue information or is likely to deceive the consumer, even though the information given may be correct. In particular, this information relates to:
- the existence or nature of the product;
- the main characteristics of the product (such as such as its availability, benefits, composition, date of manufacture, geographical origin, the results to be expected from its use, etc.);
- the price, the trader’s commitments and the nature of the sales process;
- the need for a service or repair;
- the trader (their identity, qualifications, code of conduct, etc.);
- the consumers’ rights on aspects of the sale of consumer goods.
Things such as bait and switch are included in this.