That's interesting. I worked in a supermarket as a student (in the UK) and was told when I asked (because I like to ask these sorts of questions) that here in the UK, the retailer is not obligated to honour the implied contract.
Essentially, if the price is wrong on the shelf, they can simply choose not to sell you the item if you refuse the correct price. In reality, larger stores won't want to upset a customer and generally will honour a lower price. It's more likely to happen when buying a loaf of bread than when buying a TV, or a car for example.
Essentially, if the price is wrong on the shelf, they can simply choose not to sell you the item if you refuse the correct price. In reality, larger stores won't want to upset a customer and generally will honour a lower price. It's more likely to happen when buying a loaf of bread than when buying a TV, or a car for example.