A growing number of Spanish consumers are voicing frustration over what they describe as a recurring issue at DIA supermarkets: prices on shelf tags not matching what customers are charged at the till.
Customers across several regions in Spain have taken to social media and local consumer forums to report discrepancies between the advertised shelf price and the final amount they are asked to pay at checkout. In many cases, shoppers allege they are being charged more than the marked price. What adds to the concern is the response some claim to receive from store staff: “That’s just the way it is.”
Such dismissive replies have only intensified public dissatisfaction. Several shoppers told International Supermarket News that store managers often refuse to adjust the price to match the shelf tag, with some customers feeling powerless to challenge what they perceive as unfair pricing practices.
A Violation of Consumer Rights?
Under Spanish consumer protection law, the price indicated on the product or shelf is legally binding. If a product is labelled at a lower price than what appears at the till, the retailer is generally obliged to honour the lower price. Failing to do so may constitute a breach of consumer rights.
Spain’s national consumer watchdog, Organización de Consumidores y Usuarios (OCU), urges shoppers to report such discrepancies. Consumers can file complaints directly with the Oficina Municipal de Información al Consumidor (OMIC) in their local town or through the OCU website. Additionally, every retail store in Spain is required by law to have an official complaints book (hoja de reclamaciones) available upon request.
Is DIA Ignoring Warnings?
DIA Group, one of Spain’s largest supermarket chains, has previously faced criticism over pricing irregularities and supply issues. The company has been restructuring in recent years, closing underperforming stores and revamping its operations to regain consumer trust. However, continued reports of pricing inconsistencies may further damage its already fragile reputation.
“This is not a one-off incident. It has happened to me and my neighbours repeatedly,” said María Torres, a Madrid resident. “When I questioned it, the cashier shrugged and said, ‘We don’t control the system.’ That’s unacceptable.”
The supermarket giant has yet to release an official statement addressing the renewed allegations. Some observers suggest that pricing mismatches could stem from internal systems failing to synchronise price updates in real-time across the store and checkout systems.
What Can Consumers Do?
If you experience a pricing discrepancy at DIA or any other retailer in Spain, here are the steps to take:
Request the Lower Price Be Honoured – Show the shelf label to the cashier or supervisor.
Ask for the Complaints Book – You are legally entitled to file an official complaint on the spot.
Contact OMIC or OCU – These consumer protection bodies can investigate recurring issues and take regulatory action if necessary.
Keep Receipts and Take Photos – Evidence is key when filing formal complaints.
For a supermarket group seeking to rebuild its image and increase customer loyalty, such complaints could be damaging if not addressed with urgency. Transparency, training, and internal systems management will be essential if DIA hopes to reassure its customers.
Until then, shoppers are being urged to double-check their receipts—and stand up for their rights at the till.