Vinayak Saglani's customer fell into the latter category, I think. The bloke, who works on a building site near the shop, came into Crescent Stores in Leicester to buy some Lucozade. The bottle happened to say, on its neck, 'not for individual resale'.
The guy decided that Vin was trying to rip him off and said he would report him to trading standards, even though Vin explained that the multipack of six that the Lucozade had come in had been damaged. (And all retailers know how difficult it is to reverse the supply chain).
Vin was not, by the way, overcharging the customer and the multipack had no prepricing so the charge would have no way of sticking.
Retail-detail on this is that there is no barcode on the bottle, but this did not matter in Vin's case as he does not have epos scanning.
As far as trading standards are concerned, their officers are in charge of enforcing correct labelling, but that just means making sure the manufacturer's name is there, plus a list of ingredients, quantity contained and any pertinent warnings such as 'contains nuts'. And it should be in the language of the country it is being sold in.
I advised Vin to sell the rest of the Lucozade to customers whom he knows well and who won't kick up a fuss.