When shopping online at Target and noticing a higher price at checkout than advertised earlier, FTC Act Section 5 prohibits unfair or deceptive acts or practices, including misleading pricing displays in U.S. e-commerce. This provides federal authority over such issues but does not guarantee a consumer refund or set deadlines. Target's own pricing policy and terms of service control the transaction specifics. Contact Target customer service first with screenshots of the advertised price, cart total, and checkout screen. If unresolved, report to the FTC for potential investigation, though no individual remedy is assured.
What Controls Price Mismatches at Checkout
FTC Act Section 5 bans unfair or deceptive acts or practices, which covers misleading pricing in online retail like Target. FDIC guidance confirms this broad authority applies across industries.
The FTC's Trade Regulation Rule on Unfair or Deceptive Fees, effective May 2025, requires all mandatory fees in upfront advertised prices but only for live-event ticketing and short-term lodging. General e-commerce, including Target's everyday online sales, falls outside this rule's scope and relies on Section 5 instead, per the Federal Register.
Target's pricing policy, found in their terms of service, governs any price adjustment decisions. Check the site footer or help pages for current details.
What Does Not Control This Issue
The Junk Fees Rule does not apply to general online retail price mismatches at checkout, as its scope excludes everyday e-commerce.
This differs from credit card billing disputes, which have separate 60-day windows under card network rules--these address unauthorized charges, not advertised price discrepancies. FTC online shopping guidance covers broader practices but lacks specifics on checkout mismatches.
State consumer protection laws may offer additional layers but build on the federal FTC baseline without overriding merchant pricing terms. Non-U.S. rules do not apply to U.S. Target transactions.
| Common Confusion | What Controls It | What Does Not |
|---|---|---|
| General retail pricing | FTC Section 5; merchant policy | Junk Fees Rule (ticketing/lodging only) |
| Billing error after purchase | Credit card dispute (60 days) | FTC complaint (no consumer payout) |
| All fees in ad | Merchant terms for e-commerce | Specific 2025 rule (limited sectors) |
Practical Next Steps
Capture evidence immediately: screenshot the advertised price page, cart summary, and checkout total, noting date, time, URL, and item details. Do not complete the purchase if possible.
Contact Target via their website chat, phone (1-800-591-3869), or app. Provide order ID if purchased, request a price match per their policy, and reference the screenshots. Merchant refund policies handle adjustments, not FTC rules.
If Target denies, submit a report at consumer.ftc.gov/complaint or your state Attorney General's office. These support investigations under Section 5 but offer no direct consumer compensation or deadlines.
Evidence Checklist
- Screenshots: advertised price, cart, checkout
- Device/browser details
- Support chat transcript or ticket number
- Receipt or order confirmation if paid
FAQ
Does Target have to honor the lower advertised price?
It depends on their pricing policy and whether the mismatch qualifies as deceptive under FTC Section 5. Provide screenshots and request an adjustment through customer service.
Can I get a refund after paying the higher price?
Target's merchant refund policy applies; FTC Section 5 does not mandate refunds.
Is a price mismatch at checkout bait-and-switch?
It may violate FTC Section 5 if the pricing intentionally misleads, but merchant policy determines the resolution.
What if I paid with a credit card?
Address the price mismatch with Target first as a merchant issue. Credit card chargebacks cover separate billing errors.