Wal-Mart ad backs repeal of pricing law

The advertisement by the world’s largest retailer, now running on WBZ radio, is the latest effort to pass legislation that would let stores set up electronic price scanners in aisles rather than place price stickers on every grocery item. Massachusetts and Michigan are the only two states that mandate price tags be put on individual merchandise, a requirement that merchants says is outdated and costly.

In its ad, Wal-Mart, which has 47 stores in Massachusetts, says the new bill will improve pricing accuracy and customer service and “enable stores like Wal-Mart to focus on things that matter most: your everyday needs.’’

The push comes about six years after Wal-Mart reached a multimillion dollar agreement to settle a class-action lawsuit that accused the chain of failing to comply with the state’s item pricing regulation. Consumer advocates have resisted changes to the law, saying changes would make it harder for shoppers to easily and accurately obtain price information.

“The last company in the world that needs a bailout from state pricing laws at the expense of shoppers is Wal-Mart,’’ said Edgar Dworsky, a consumer lawyer and former Massachusetts assistant attorney general who drafted the state’s original item pricing law more than two decades ago. “They, and the big supermarket chains, want to force shoppers to drag their cart full of groceries aisles over to just to find out the price.’’

But Chris Flynn, president of the Massachusetts Food Association, said the bill would provide plenty of protections to consumers. For example, the proposed law would require retailers to demonstrate that scanners are 98 percent accurate before they are approved by the state Division of Standards, which currently oversees the item pricing enforcement. In addition, grocery stores would need to maintain shelf label signs that are at least 1 inch high and would have to sign an affidavit that guarantees workers will not lose their jobs once scanners are installed.

Moreover, the bill would double the fine for any violations to $200 up to $5,000 per infraction. Since 2004, the state Division of Standards has collected about $4 million from businesses that have violated the item pricing law.

“This has proven successful for nonfood retailers who have been allowed this exemption,’’ Flynn said. “And it would allow stores to use personnel better to have more staff working the deli counter or at the registers rather than spending time on price stickers.’’

Wal-Mart is the only retailer making a direct appeal to consumers, but other members of the food association, such as Stop & Shop and Shaw’s, are reaching out to elected officials to try to garner support to pass the bill by the end of the month, Flynn said.

“There has been much work done to appease all interested parties on this issue,’’ said Chris Buchanan, a Wal-Mart spokesman. “Folks are very encouraged toward passage of the bill and feel that the time has finally come for reform.

“Michigan and Massachusetts are the only states in the country still operating under this antiquated law.’’

Jenn Abelson can be reached at abelson@globe.com.