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Profit and other related objectives of business emphasise the need to distinguish between different customers or groups of customers. The South African Constitution, on the other hand, specifically prohibits unfair discrimination. This paper examines the legal principle of non-discrimination, as set out in the Constitution and the Equality Act, as well as the impact that these provisions have on discrimination against customers. The literature study shows that there is a legal obligation ondoi:10.4102/sajems.v8i2.1223 fatcat:iqxdtpvmx5eqrombhp2jcj5zn4