Strict consumer protection measures against retailers who manipulate sale prices

The National Authority for Trade and Consumer Protection (NATCP), in cooperation with county government offices, continuously monitors compliance with regulations on the display of promotional prices, both in traditional stores and in online commerce. Increased inspections are carried out during peak sale periods, including coupon days, Black Friday discounts, and the Christmas season.

Since the regulation came into force on May 28, 2022, the consumer protection authority has been continuously and specifically checking whether businesses are complying with the rules on displaying sale prices. Under the so-called "30-day rule," price reductions must always be compared to the lowest price of the previous 30 days, thus ensuring that consumers cannot be misled by artificially inflated prices or "fake promotions."

It is therefore not sufficient to inform consumers of the lowest price in the last 30 days; the extent of the promotion must also be compared to that price, i.e., the lowest price in the last 30 days. Another important control aspect is that the previous unit price prior to the promotion must also be indicated.

Government offices under the professional supervision of the NATCP continuously monitor compliance with the rules, as the price of products plays a key role in consumers' purchasing decisions, so it is essential that prices are displayed in a transparent and comparable manner.

Promotions and discounts have a particularly strong influence on consumer behavior, so fair information is one of the most important elements of commercial practice. The aim of the checks is therefore to enable consumers to make informed decisions during promotions, to see exactly how much they are saving, and at the same time to ensure that market competition operates within a fair framework.

Last year, the consumer protection authority conducted comprehensive inspections in nearly 4,000 stores nationwide, during which it also examined the display of sale prices. According to the results, in 96 cases the sale price and in a further 88 cases the sale unit price did not comply with the regulations. The authority found violations in 34 stores in relation to the display of previous prices.

Since the introduction of the regulation, thanks in part to strict enforcement by the authorities, there has been a noticeable improvement in this area in traditional retail compared to previous years. The 16% complaint rate in 2022 fell to 13% in 2023, and in 2024, the authority found only a negligible number of cases of failure to display the previous price in traditional stores.

The display of promotional prices has been continuously monitored by EU consumer protection authorities since the rule came into force, and significant fines have been imposed in several Member States.

Domestic experience with inspections shows that increased regulatory presence is still justified, as this is the only way to ensure that consumers can make informed decisions based on transparent information, that promotions offer genuine discounts, and that market competition operates within a fair framework. In addition to traditional stores, inspections must increasingly focus on online commerce, which is a key part of the consumer protection authority's inspection program this year.