Advertising with strikethrough prices should be clearer
Posted: Sat Feb 08, 2025 4:23 am
Another change concerns advertising with strikethrough prices. This advertising is often used to attract customers. The greater the gap between the strikethrough price and the current price, the better the sales. Of course, this advertising is also subject to honesty in pricing. The strikethrough price must actually have been charged at one time.
However, this can also mean that a merchant artificially pushes up prices shortly before a planned discount campaign in order to then be able to advertise with larger percentage discounts. This bahamas telegram screening practice was already regarded as highly likely to be anti-competitive even before the planned change. But with the amendment on 28 May, it certainly will be.
Strikethrough prices may still be used for advertising
From 28 May 2022 onwards, the exact price that may be used as a strikethrough price will be prescribed. Only the price that was the cheapest price in the last 30 days may then be used as the reference price for discounts. This means that artificially raising prices shortly before a discount campaign will become clearly illegal.
What is unfortunately not clarified by law, however, is the question of how long the strikethrough price may be advertised in the case of non-limited discount campaigns, because at some point the new low price eventually becomes the normal price. Advertising permanently with strikethrough prices is simply misleading. Here again, it has to be weighed up on a case-by-case basis how long such an advertising campaign may last.
However, this can also mean that a merchant artificially pushes up prices shortly before a planned discount campaign in order to then be able to advertise with larger percentage discounts. This bahamas telegram screening practice was already regarded as highly likely to be anti-competitive even before the planned change. But with the amendment on 28 May, it certainly will be.
Strikethrough prices may still be used for advertising
From 28 May 2022 onwards, the exact price that may be used as a strikethrough price will be prescribed. Only the price that was the cheapest price in the last 30 days may then be used as the reference price for discounts. This means that artificially raising prices shortly before a discount campaign will become clearly illegal.
What is unfortunately not clarified by law, however, is the question of how long the strikethrough price may be advertised in the case of non-limited discount campaigns, because at some point the new low price eventually becomes the normal price. Advertising permanently with strikethrough prices is simply misleading. Here again, it has to be weighed up on a case-by-case basis how long such an advertising campaign may last.