SPRINGFIELD –State Senator Celina Villanueva (D-Chicago) supported a new law signed by the governor Friday that will simplify the grocery store experience for families in all reaches of the state.

“We all look for sales in our stores to make sure we’re getting the best product for the best price,” Villanueva said. “Now with proper notice of the sales retail stores have, Illinois residents will get more out of their shopping experience.”

The new law standardizes the display and advertisement of grocery item discounts by requiring stores to clearly show the original and discounted prices of goods while also showing the amount saved at purchase. The law also ensures that customers are notified of available sales by requiring stores to disclose existing discounts through a variety of channels seen by the consumer.

“By clearly displaying the original and discounted prices of store goods, we move away from a culture of deceptive business practices that bank on the customer not reading fine print or thoroughly checking the actual price,” Villanueva said. “Financial insecurity thrives on these forms of deceptive marketing, and clarifying the markings on purchase tags will no doubt help people before they get to the register by allowing them to calculate exactly what they’re getting for how much they’re spending.”

This law takes effect immediately, meaning grocery trips will now be more cost effective for Illinois families thanks to this Villanueva-supported initiative.