No - it's a common misconception in retailing that you have to honour an advertised price. You'll generally always see in the small print of ads the good old "Terms & conditions apply" disclaimer. One of the terms & conditions is Errors excepted - i.e. if we cock up we don't have to do it. In especially bad cases, the retailer would remove all products from sale.
But, most retailers tend to take the hit and honour the price to keep customers happy (upset customers are unlikely to shop with you again!).
But, most retailers tend to take the hit and honour the price to keep customers happy (upset customers are unlikely to shop with you again!).
