A method for managing an electronic price label with an apparatus, which electronic price label comprises an optically readable identifier, a display and a communication means, wherein the apparatus comprises a location for placing the electronic price label, a means for reading the optically readable identifier of the electronic price label and a means for sending (214, 216, 314, 316) a command to an electronic price label by the aid of a near field, wherein the means for reading the identifier of an electronic price label is an optical reading device (220, 320), wherein the optical reading device and the means for sending a command are integrated into the apparatus, characterized in that in the method: - the identifier in the electronic price label is read by the optical reading device (220, 320) in a location for the electronic price label, - based on the read identifier, a command is sent by the means for sending (214, 216, 314, 316) a command to the electronic price label in the location, wherein the command is sent at the same time as reading of the identifier of the electronic price label or within a 0.01 - 2 seconds from reading the identifier of the electronic price label, wherein the command is an emptying command and/or extinguishing command for the electronic price label, - wherein the optical reading device and the means for sending the command are arranged in such a way that reading of the identifier only succeeds when the electronic price label is aligned to an area which is the location for placing the electronic price label in which sending the command functions. wherein the apparatus comprises a location for placing the electronic price label, a means for reading the optically readable identifier of the electronic price label and a means for sending (214, 216, 314, 316) a command to an electronic price label by the aid of a near field, wherein the means for reading the identifier of an electronic price label is an optical reading device (220, 320), wherein the optical reading device and the means for sending a command are integrated into the apparatus, characterized in that in the method: - the identifier in the electronic price label is read by the optical reading device (220, 320) in a location for the electronic price label, - based on the read identifier, a command is sent by the means for sending (214, 216, 314, 316) a command to the electronic price label in the location, wherein the command is sent at the same time as reading of the identifier of the electronic price label or within a 0.01 - 2 seconds from reading the identifier of the electronic price label, wherein the command is an emptying command and/or extinguishing command for the electronic price label, - wherein the optical reading device and the means for sending the command are arranged in such a way that reading of the identifier only succeeds when the electronic price label is aligned to an area which is the location for placing the electronic price label in which sending the command functions. - the identifier in the electronic price label is read by the optical reading device (220, 320) in a location for the electronic price label, - based on the read identifier, a command is sent by the means for sending (214, 216, 314, 316) a command to the electronic price label in the location, wherein the command is sent at the same time as reading of the identifier of the electronic price label or within a 0.01 - 2 seconds from reading the identifier of the electronic price label, wherein the command is an emptying command and/or extinguishing command for the electronic price label, - wherein the optical reading device and the means for sending the command are arranged in such a way that reading of the identifier only succeeds when the electronic price label is aligned to an area which is the location for placing the electronic price label in which sending the command functions.