Supermarket chains would be required to install a display on their trolleys to provide information on the total price of all the items in the trolley, under a proposal put before the Israeli Knesset, reports the Haaretz website.
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It would allow the consumer to know how much money they were spending before reaching the checkout counter.
The proposed device will allow the consumer to set a maximum limit for spending, and if they exceed they will get a clear voice warning. Yaakov Margi, who made the proposal, wants to require all the chains to install the displays within three years, and anyone failing to meet the deadline will face fines.
According to Margi, the major benefit of the new law would be in stopping impulse purchases by consumers. Such impulse buying is a significant part of the consumer culture in the supermarkets, and it often involves the purchase of items that later seem unnecessary or extravagant. Margi says the stores encourage such behaviour by tempting the customers in various ways.
“The proposed law will provide an efficient tool for the public to contend with the phenomenon so that they can pay better attention to the matter and overcome their momentary weakness,” explains Margi.
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