TARLAKENYO (March 31, 2026) — Are you scrolling through your phone, checking out a product, when suddenly you see an item you really like? You get excited, thinking about buying it, but then you realize… the price isn’t shown. Instead, all you see are the words “PM is the key.” Frustrating, right?
The Department of Trade and Industry (DTI) has issued a reminder to online sellers that concealing product prices behind the phrase “PM is the key” is a violation of Philippine law.
According to the DTI, both the Consumer Act of the Philippines (Republic Act No. 7394) and the Price Tag Law (Republic Act No. 71) require all retailers—whether in physical stores or online to clearly display price tags, labels, or markings that are immediately visible to consumers.
The practice of asking buyers to message sellers just to inquire about a price adds unnecessary steps to the purchasing process and is considered a deceptive act under the law.
“Price tags must be immediately visible,” the DTI stressed, citing Articles 81, 82, and 83 of the Consumer Act.
Violators face penalties ranging from fines of P200 to P5,000 for first-time offenses under the Consumer Act. However, the DTI warned that other violations could result in steeper fines up to P300,000, plus P25,000 per substandard item and an additional P1,000 per day for continuing violations.
The DTI is actively monitoring both online and physical stores and encourages consumers to report non-compliant sellers through email, Facebook, or their local DTI offices. In Tarlac, complaints can be filed in person at the DTI office located on the fifth floor of the Tarlac Capital Center Building, or via email at R03.tarlac@dti.gov.ph.
“If you sell something, the price must be shown to everyone,” the DTI emphasized.
