Going by the couple of tags I've played with, the security on them is not what I would call bulletproof. OTOH, considering most of them used NFC so you need to be within 4cm to re-write the tag and you might look a bit suspicious while doing so, making it not something that I would really worry about. The majority of the tags I looked at also keep track of when changes were made so questions as to why you were purchasing an item at a price that was dropped on the tag in the last few minutes but which the store's system showed at a higher price might be asked.
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