I. Introduction

In the Philippines, the simple act of displaying a price carries legal consequences. A seller cannot freely advertise one price and charge another at the point of sale. This rule, commonly known as the Price Tag Law, is rooted in consumer protection policy: buyers must be able to know the true price of goods before deciding to purchase.

Traditionally, the rule applied to physical stores, supermarkets, groceries, department stores, hardware shops, pharmacies, and similar brick-and-mortar establishments. Today, however, commerce has moved heavily online. Products are sold through websites, social media pages, livestreams, online marketplaces, mobile applications, chat-based selling, and digital storefronts. This raises an important legal question: Does the Price Tag Law apply to online purchases?

In the Philippine context, the answer is generally yes. Sellers engaged in online commerce are still sellers under consumer protection law. The fact that the transaction is made through the internet does not remove the seller’s obligation to display truthful, clear, and non-misleading prices.

This article discusses the legal basis, scope, rules, obligations, violations, remedies, and practical issues concerning the Price Tag Law as applied to online purchases in the Philippines.

II. Legal Basis of the Price Tag Law

The main legal basis is the Consumer Act of the Philippines, or Republic Act No. 7394.

The Consumer Act provides rules on consumer product quality, advertising, labeling, deceptive sales acts, and fair pricing. One of its important protections is the requirement that products sold to consumers must carry an appropriate price tag, label, or marking.

The policy behind the Price Tag Law is straightforward:

consumers should be informed of the correct price before purchase;
sellers should not charge more than the price displayed;
prices should not be hidden, vague, or misleading;
consumers should be protected against bait pricing, surprise charges, and unfair sales practices; and
market transactions should be transparent and honest.

The Department of Trade and Industry, commonly known as the DTI, is the primary government agency involved in enforcing consumer protection rules involving trade, commerce, and consumer goods. For online transactions, enforcement may also involve other laws and agencies depending on the facts, such as rules on electronic commerce, data privacy, payment systems, fraud, or cybercrime.

III. Meaning of the Price Tag Requirement

The Price Tag Law generally requires that consumer products offered for sale must have a price tag, label, or marking showing their price. The price must be clear, visible, and not misleading.

In physical stores, this often means a sticker price, shelf tag, printed price card, or barcode-linked displayed price. Online, the equivalent is the price shown on a product page, listing, advertisement, menu, catalog, post, livestream graphic, checkout page, or other digital sales interface.

The legal principle is that the consumer must be able to determine the price of the item before buying it.

For online sales, a compliant price display should normally include:

the actual selling price of the product;
the applicable currency, usually Philippine pesos;
whether the price is per item, per pack, per set, per kilogram, per liter, per unit, or per service bundle;
any mandatory charges that are part of the price;
relevant conditions for discounts, promos, vouchers, or installment offers; and
whether additional fees, such as shipping or platform charges, will be computed separately.

The price should not be presented in a way that tricks the consumer into believing that the item is cheaper than it really is.

IV. Application to Online Purchases

Online sellers in the Philippines are not exempt from consumer protection rules merely because they sell through digital channels. The essential test is not whether the seller has a physical store, but whether the seller is engaged in offering goods or services to consumers.

The Price Tag Law may apply to:

online marketplace sellers;
official brand stores on e-commerce platforms;
independent websites;
social media shops;
sellers on messaging apps;
livestream sellers;
resellers and distributors;
dropshipping businesses;
digital catalogs;
mobile-app sellers;
food, grocery, appliance, gadget, clothing, beauty, furniture, and household sellers online; and
hybrid businesses with both physical and online stores.

The law is especially relevant to online selling because online consumers often rely entirely on the displayed price. They cannot physically inspect the item, speak to a cashier, or check shelf tags. The digital price is often the consumer’s primary basis for consent.

Thus, where a seller posts an item online for ₱1,000, the seller should not demand ₱1,200 after the buyer has decided to purchase, unless there is a lawful and clearly disclosed reason such as separately computed shipping, optional add-ons, or taxes that were properly disclosed.

V. The Rule Against Charging More Than the Displayed Price

A central rule of the Price Tag Law is that a seller should not charge a consumer more than the price indicated.

In ordinary terms, the displayed price controls.

If an item is advertised or listed at a certain price, the seller should honor that price, subject to legitimate exceptions. For example, if an online product listing shows “₱799,” the seller should not later say that the actual price is ₱899 because “the post was not updated,” “the admin made a mistake,” or “prices changed today.”

This rule prevents unfair practices such as:

bait-and-switch pricing;
advertising a low price to attract buyers and charging a higher amount later;
changing the price after the consumer has already placed an order;
hiding mandatory charges until checkout;
using misleading “from” prices;
listing a fake sale price;
advertising a discount that is not genuinely applied; and
using vague price statements such as “PM for price” when the transaction should reasonably disclose the price upfront.

For online commerce, the strongest consumer-protection view is that the seller should ensure that the posted price is accurate at the time the item is offered.

VI. “PM for Price” and Hidden Online Pricing

One common issue in Philippine online selling is the phrase “PM for price” or “DM for price.”

This practice means that the seller posts the product publicly but does not disclose the price, requiring interested buyers to send a private message to know the amount.

From a consumer-protection standpoint, this practice is problematic. The purpose of the Price Tag Law is to allow consumers to compare prices openly and make informed purchasing decisions. Requiring private messaging can conceal prices, permit discriminatory pricing, and make it harder for regulators to monitor unfair practices.

In general, sellers should avoid hiding prices. If a product is being offered to the public, the price should be displayed publicly and clearly.

There may be special cases where price depends on customization, measurements, quantity, location, or quotation-based work. Even then, the seller should disclose the basis for pricing, such as “starts at ₱2,500,” “price depends on size,” “custom quotation required,” or “shipping fee varies by location.” The seller should not use customization as a blanket excuse to hide all pricing information.

VII. Online Marketplaces and Platform Sellers

Online marketplaces play a major role in Philippine e-commerce. These platforms typically allow sellers to upload product listings with prices, discounts, shipping options, and vouchers.

For marketplace sales, several parties may be involved:

the seller or merchant;
the platform operator;
the payment processor;
the logistics provider;
the advertiser or affiliate; and
the consumer.

The primary duty to display the correct product price usually rests on the seller offering the goods. However, platforms may also have responsibilities under consumer protection, e-commerce, advertising, and platform governance rules, especially if they control the listing system, checkout design, payment collection, promotional mechanics, or dispute-resolution process.

A marketplace seller should ensure that:

the listing price is accurate;
the sale price is genuine;
the discount is not misleading;
mandatory product charges are not hidden;
bundle prices are clear;
variants are priced correctly;
quantity-based prices are disclosed;
installment terms are not misleading;
vouchers and promo conditions are understandable; and
the final checkout amount matches the disclosed pricing structure.

If a buyer is shown a product price before checkout, the seller should not cancel the order merely because the seller later wants a higher price, unless the issue falls under a recognized exception such as an obvious clerical error, system glitch, fraud, or lack of stock handled under fair and transparent terms.

VIII. Displayed Price Versus Checkout Price

Online purchases often involve more than the product price. The final amount may include shipping fees, platform fees, insurance, cash-on-delivery charges, packaging charges, service fees, or taxes.

The Price Tag Law does not necessarily mean that the product listing must include every variable shipping cost in the item price. However, the seller must not mislead the consumer.

A fair online pricing practice would distinguish between:

product price — the price of the item itself;
mandatory seller-imposed charges — charges that must be paid to buy the item;
shipping or delivery fees — which may depend on location, courier, size, and delivery method;
optional charges — such as gift wrapping, insurance, premium delivery, or add-ons;
platform charges — if imposed by the marketplace or payment channel; and
taxes — where separately stated or legally required.

A seller should not advertise an item as “₱500 only” if the buyer cannot actually purchase it without paying another mandatory seller charge of ₱150. If the additional charge is unavoidable, it should be disclosed early and clearly.

Similarly, “free shipping” should not be advertised if the shipping cost is merely hidden elsewhere or applies only under undisclosed conditions.

IX. Discounts, Sales, Promos, and Vouchers

Online commerce frequently uses promotions such as “50% off,” “flash sale,” “limited-time offer,” “buy one take one,” “freebie included,” “voucher applied,” “midnight sale,” or “payday sale.”

These claims must be truthful and not misleading.

A seller may violate consumer protection principles if the seller:

inflates the original price to make a discount appear bigger;
advertises a fake “before” price;
claims a discount that is not actually available;
changes the price at checkout;
hides the conditions for using the discount;
advertises a voucher but makes it impossible or unreasonably difficult to redeem;
advertises “lowest price” without basis;
claims “limited stock” falsely to pressure buyers;
claims “sale ends today” when the same sale continues indefinitely; or
advertises a bundle price but charges items separately.

A lawful promo should clearly state the mechanics, duration, coverage, exclusions, and conditions. For example, if a discount applies only to certain variants, certain colors, a minimum spend, selected users, or specific payment methods, those limitations should be disclosed.

X. Price Errors, System Glitches, and Obvious Mistakes

A difficult issue in online sales is the mistaken price.

Examples include:

a ₱50,000 laptop accidentally listed for ₱500;
a ₱10,000 phone listed for ₱10 because of a system error;
a missing zero in a product listing;
an unintended voucher stacking error;
a platform-wide coding glitch;
an employee upload mistake; or
a foreign-currency conversion error.

The general consumer-protection principle favors honoring displayed prices, but not all mistakes automatically require the seller to complete the sale. If the error is obvious, extreme, made in good faith, and promptly corrected, a seller may argue that there was no valid meeting of minds or that enforcement would be inequitable.

However, sellers should be careful. They should not casually invoke “system error” to escape a legitimate low price, promotion, or sale campaign.

Factors that may matter include:

whether the price difference was obviously absurd;
whether the seller immediately corrected the error;
whether the buyer had already paid;
whether the order had already been accepted or confirmed;
whether the seller had a history of similar “errors”;
whether the advertisement appeared intentional;
whether the terms and conditions addressed pricing mistakes;
whether the consumer acted in good faith;
whether the seller benefited from the misleading listing; and
whether the cancellation was handled fairly and promptly.

A seller relying on a price-error defense should refund payments immediately and clearly explain the mistake. A buyer, on the other hand, may complain if the seller’s “mistake” appears to be a deceptive marketing tactic.

XI. Order Confirmation and Contract Formation

In online purchases, price disputes may depend partly on when the sales contract is considered perfected.

Under basic contract principles, a sale generally requires consent, object, and price. In e-commerce, consent may occur through clicking “buy now,” placing an order, receiving seller confirmation, paying the amount, or receiving acceptance from the seller or platform, depending on the terms and transaction flow.

Some platforms treat the buyer’s order as an offer and the seller’s confirmation as acceptance. Others may treat successful payment and order confirmation as a completed sale subject to fulfillment.

This matters because if a seller changes the price after the sale has been perfected, the seller may be refusing to comply with an existing obligation. If no contract has yet been perfected, the issue may be more about misleading advertising or unfair trade practice.

Even where platform terms reserve the right to cancel erroneous orders, such terms should not be used abusively. Consumer protection law generally disfavors one-sided practices that mislead consumers or unfairly deprive them of the benefit of a displayed price.

XII. The Role of the Consumer Act in Online Pricing

The Consumer Act is not limited to price tags alone. It also prohibits deceptive, unfair, or unconscionable sales acts or practices.

An online price display may become unlawful not only because there is no price tag, but also because the overall sales representation is deceptive.

Examples include:

displaying a low price but requiring undisclosed add-on charges;
advertising a product as discounted when it is not;
using fake scarcity to justify urgent purchase;
showing a misleading comparison price;
failing to disclose that the displayed price applies only to one variant;
presenting installment prices without total cost;
hiding fees until after the consumer has committed;
misleading consumers about refundability;
altering price after order placement;
advertising “free” items that are actually charged; and
failing to disclose material promo conditions.

Thus, for online sellers, price compliance is not merely about placing a number beside a product. It is about ensuring that the consumer is not misled about the real economic cost of the transaction.

XIII. Cash-on-Delivery Transactions

Cash-on-delivery, or COD, remains common in the Philippines.

In a COD sale, the displayed online price must still be honored. The courier or delivery rider should not collect a higher amount than the valid order total.

Problems may arise when:

the online listing shows one price but the parcel label shows another;
the seller privately tells the buyer to pay an extra amount upon delivery;
the courier collects an unauthorized fee;
the seller changes the price after shipment;
the buyer is charged for an item different from what was ordered; or
the seller includes surprise handling or packaging fees.

Consumers should compare the order confirmation, checkout total, receipt, and amount collected upon delivery. Any mismatch should be documented immediately.

XIV. Receipts, Invoices, and Proof of Transaction

Price transparency is closely connected to proper documentation.

For online purchases, the buyer should receive some form of transaction record, such as:

official receipt;
sales invoice;
electronic invoice;
order confirmation;
platform receipt;
payment confirmation;
delivery record;
chat confirmation; or
email confirmation.

The document should reflect the price paid and relevant charges. Failure to issue proper receipts may raise separate tax and business compliance issues.

From a consumer-rights perspective, receipts and order confirmations are important because they prove:

the price displayed;
the amount paid;
the identity of the seller;
the product purchased;
the date of transaction;
promo or discount applied;
shipping fees charged; and
the terms of the sale.

Consumers should save screenshots of the product listing, checkout page, payment page, order confirmation, chat messages, and receipts, especially if a dispute arises.

XV. Applicability to Services and Digital Products

The classic Price Tag Law focuses on consumer products, but similar transparency principles apply to services and digital offerings.

Online transactions may involve:

digital subscriptions;
online courses;
software licenses;
design services;
delivery services;
booking services;
food delivery;
hotel or travel booking;
ride-hailing;
streaming services;
repair quotations;
freelance services; and
downloadable goods.

For services, the legal issue may be framed less as a physical “price tag” and more as truthful advertising, fair disclosure, and avoidance of deceptive sales practices. Still, the same basic consumer-protection principle applies: the consumer should know the price, fees, and material conditions before agreeing to pay.

For subscription-based services, sellers should clearly disclose recurring charges, renewal dates, cancellation rules, free-trial terms, and total cost.

XVI. “Add to Cart” Prices, Variant Prices, and Misleading Low-Price Displays

Many online platforms allow products with multiple variants under a single listing. For example, a listing may show “₱99” as the lowest price, but the main product shown in the picture costs ₱499.

This may be misleading if the seller uses a low-priced minor variant to attract clicks while featuring a more expensive item in the images or title.

A compliant listing should avoid confusion by making clear:

which variant corresponds to the displayed starting price;
whether the displayed price is only for an accessory;
whether the main product costs more;
whether the price range is accurate;
whether the product image matches the listed price; and
whether the buyer must select a variant to see the true price.

A seller should not list a “phone case” price under an image of a mobile phone in a way that makes consumers believe the phone itself is being sold at that amount.

XVII. Installment Pricing and “₱0 Down” Offers

Online sellers often advertise installment plans, buy-now-pay-later arrangements, credit-card installment prices, or “₱0 down payment” offers.

These price claims should be clear and complete.

A seller should disclose:

cash price;
installment price;
number of installments;
interest, if any;
processing fees;
late fees;
required payment method;
total amount payable;
eligibility conditions; and
whether the price differs depending on payment channel.

Advertising “only ₱999/month” may be misleading if the seller does not disclose that the buyer will pay for 24 months plus processing fees. The consumer must be able to understand the total financial obligation.

XVIII. Foreign Currency, Cross-Border Sellers, and International Platforms

Some online purchases are made from foreign sellers or international platforms. Prices may appear in pesos, dollars, yuan, yen, euros, or other currencies.

For Philippine consumers, sellers should avoid misleading currency presentation. If the final charge will be converted, the buyer should be informed that exchange rates, bank fees, foreign transaction fees, duties, taxes, or customs charges may apply.

A price displayed in Philippine pesos should not unexpectedly become a higher foreign-currency charge at payment. If the peso price is only an estimate, that fact should be disclosed.

Cross-border transactions may create enforcement difficulties, especially where the seller has no Philippine presence. However, platforms that operate in the Philippines or target Philippine consumers may still be subject to Philippine consumer protection expectations.

XIX. Shipping Fees, Delivery Charges, and Geographic Pricing

Shipping costs are often variable. A seller may charge different delivery fees based on location, package size, courier, delivery speed, or logistics availability.

The Price Tag Law does not necessarily require one uniform nationwide delivered price. However, consumers should be informed that shipping is separate and should be shown the shipping fee before final confirmation.

A misleading practice may occur if:

shipping fees are hidden until after payment;
a seller advertises “free delivery” but charges delivery anyway;
a seller charges inflated delivery fees as a disguised product markup;
the seller changes delivery charges after order placement;
the buyer is forced to pay undisclosed remote-area charges; or
the seller fails to disclose that certain locations require extra delivery cost.

For best practice, online sellers should display “price excludes shipping” or “shipping calculated at checkout” where applicable.

XX. Business Registration and Online Seller Accountability

Price transparency is connected to seller accountability. Consumers cannot effectively enforce rights if the seller is anonymous or unreachable.

Online sellers doing business in the Philippines may be required, depending on their circumstances, to comply with business registration, tax registration, invoicing, and consumer protection rules.

For consumers, red flags include:

no clear seller name;
no business address;
no contact information;
no written price;
refusal to issue receipt;
insistence on private payment channels only;
changing prices after payment;
blocking complainants;
deleting product posts after disputes; and
using multiple accounts to evade complaints.

For sellers, compliance builds trust and reduces exposure to complaints, penalties, and platform sanctions.

XXI. Price Tag Law and Deceptive Advertising

A price tag violation may overlap with deceptive advertising.

Advertising is deceptive when it misleads or is likely to mislead consumers regarding a material fact. Price is almost always material because it directly affects the buyer’s decision.

Online deceptive pricing may include:

false discounts;
fake original prices;
bait prices;
misleading price comparisons;
fake “clearance sale” claims;
hidden compulsory fees;
false “free” claims;
fake scarcity claims tied to price;
misleading bundle values;
undisclosed subscription charges;
automatically added paid items; and
unclear renewal charges.

Even if a seller eventually reveals the correct price before final payment, the initial misleading advertisement may still be problematic if it unfairly lured consumers into the transaction.

XXII. Remedies Available to Consumers

A consumer who encounters a price tag violation or misleading online price may take several steps.

1. Preserve evidence

The consumer should take screenshots of:

the product listing;
the displayed price;
the date and time;
the seller’s name and profile;
the checkout total;
the order confirmation;
the payment confirmation;
chat messages;
receipts;
cancellation notices; and
delivery collection amount.

This is especially important online because sellers can edit posts, delete listings, or change prices quickly.

2. Communicate with the seller

The consumer may politely demand that the seller honor the displayed price or refund the excess charge. The buyer should refer to the exact listing and provide proof.

3. Use platform dispute mechanisms

If the sale occurred through an online marketplace, the consumer should use the platform’s return, refund, cancellation, or complaint system. Platforms often have internal rules requiring sellers to honor listed prices and avoid misleading listings.

4. File a complaint with the DTI

For consumer goods and trade-related complaints, consumers may file a complaint with the DTI. The DTI may conduct mediation, require explanation, or take enforcement action depending on the facts.

5. Consider other legal remedies

Depending on the situation, the consumer may consider civil remedies, small claims, complaints for fraud, cybercrime-related remedies, or other administrative complaints. This depends on the amount, evidence, conduct of the seller, and nature of the transaction.

XXIII. Possible Penalties and Consequences for Sellers

A seller who violates price tag or consumer protection rules may face consequences such as:

administrative complaints;
mediation orders;
fines or penalties;
orders to correct misleading practices;
orders to refund consumers;
platform suspension;
removal of listings;
loss of seller privileges;
reputational damage;
business-permit or registration issues;
tax-related scrutiny; and
civil or criminal exposure in serious cases involving fraud.

The exact penalty depends on the specific law violated, the evidence, the number of affected consumers, whether the violation was intentional, and whether the seller is a repeat offender.

XXIV. Defenses and Explanations Sellers May Raise

Not every pricing dispute automatically means the seller is liable. Sellers may raise defenses or explanations, including:

obvious typographical error;
system glitch;
expired promotion;
buyer selected a different variant;
shipping fee was separately disclosed;
price changed before order was placed;
product was out of stock;
buyer used an invalid voucher;
listing was not an offer but an invitation to quote;
buyer acted in bad faith;
platform error outside seller control; or
pricing depended on customization.

However, these defenses are stronger when the seller acted promptly, transparently, and in good faith. They are weaker when the seller used the low price to attract customers, accepted orders, collected payment, and only later refused to honor the transaction.

XXV. Best Practices for Online Sellers

Online sellers should follow these practices:

display prices clearly and publicly;
avoid “PM for price” for standard consumer goods;
keep listings updated;
indicate whether prices are inclusive or exclusive of shipping;
disclose mandatory fees early;
state promo mechanics clearly;
avoid fake discounts;
show total cost before checkout;
honor confirmed prices;
correct pricing errors immediately;
issue receipts or invoices;
maintain records of transactions;
train staff handling chats and livestreams;
avoid deleting evidence during disputes;
comply with platform and DTI rules; and
treat pricing transparency as a legal obligation, not merely a marketing choice.

For livestream selling, the seller should announce and display prices clearly during the sale, avoid changing the price after a buyer has claimed an item, and preserve a reliable record of claims, invoices, and payments.

XXVI. Best Practices for Consumers

Consumers should protect themselves by:

checking the full price before paying;
reviewing shipping and platform fees;
saving screenshots before checkout;
confirming whether the price is per piece, set, or variant;
checking whether promos have conditions;
avoiding sellers who refuse to disclose prices;
asking for receipts;
using secure payment channels;
avoiding suspiciously low prices from unknown sellers;
reading reviews and ratings;
filing platform disputes promptly; and
reporting repeated deceptive pricing practices.

Consumers should remember that a very low price may sometimes be a scam, a counterfeit product, a bait listing, or an obvious error. Legal rights are stronger when the consumer acts in good faith and keeps clear documentation.

XXVII. Common Online Price Tag Scenarios

Scenario 1: The seller posts “₱1,500” but asks for ₱1,800 in chat

The seller may be violating price transparency rules. The seller should honor the posted price unless a valid and clearly disclosed reason applies.

Scenario 2: The item says “₱99” but only the accessory is ₱99

This may be misleading if the listing image and title suggest that the main product is ₱99. The seller should clearly identify which variant is priced at ₱99.

Scenario 3: The product is listed as “free shipping” but the buyer is charged delivery

This may be misleading unless the conditions for free shipping were clearly disclosed, such as minimum spend, location limits, or voucher requirements.

Scenario 4: A seller refuses to post the price and says “PM only”

This may be inconsistent with the purpose of price transparency, especially for standard consumer goods offered publicly.

Scenario 5: A laptop worth ₱60,000 is accidentally listed at ₱600

This may be an obvious pricing mistake. The seller may have a defense if the error was genuine, promptly corrected, and refunded if payment was made. The outcome depends on the circumstances.

Scenario 6: The seller cancels a paid order because the item became more expensive

The seller may be liable if the order was validly accepted and the seller merely wants to avoid the displayed price.

Scenario 7: The checkout price is higher because of shipping

This may be allowed if shipping was clearly separate and disclosed before final confirmation.

Scenario 8: The seller advertises a huge discount based on a fake original price

This may be deceptive pricing and may violate consumer protection rules.

XXVIII. Relationship with E-Commerce and Electronic Transactions

Online price displays may also be affected by electronic commerce principles. Electronic documents, messages, confirmations, and digital records may serve as evidence of the transaction.

An online listing, chat confirmation, payment receipt, or order confirmation may help prove the agreed price. Digital screenshots and transaction histories are important evidence, especially when the seller later changes or deletes the listing.

Electronic transactions are not legally inferior merely because they are digital. A price shown and accepted online may have legal significance similar to a price shown in a physical store.

XXIX. Policy Importance of Online Price Transparency

The Price Tag Law serves several public interests in online commerce.

First, it protects consumers from surprise pricing. Second, it allows fair comparison among sellers. Third, it discourages fake promotions and bait advertising. Fourth, it improves trust in e-commerce. Fifth, it supports honest competition because compliant sellers are not disadvantaged by deceptive sellers.

In a digital economy, price transparency is not a minor technicality. It is a foundation of consumer consent.

A buyer cannot make a fair purchasing decision if the price is hidden, changeable, incomplete, or deceptive.

XXX. Conclusion

The Price Tag Law remains highly relevant in the age of online shopping. In the Philippines, online sellers should treat displayed prices seriously. A price posted on a product listing, advertisement, social media post, livestream, marketplace page, or checkout screen is not merely decorative. It is a representation to the consumer.

The general rule is that the seller should display the price clearly and should not charge more than the displayed price. Additional fees, promo conditions, shipping charges, variant differences, and installment terms must be disclosed clearly. Hidden prices, fake discounts, misleading sale claims, and post-order price increases may expose sellers to complaints and penalties.

For consumers, the practical rule is to document everything: screenshots, receipts, order confirmations, chat messages, and payment records. For sellers, the safest rule is to be transparent, accurate, and consistent.

In Philippine online commerce, price transparency is both a legal duty and a mark of fair dealing. The Price Tag Law is not confined to the walls of physical stores. Its consumer-protection purpose follows the transaction wherever the sale takes place, including the digital marketplace.