Strikethrough prices that are supposed to show customers a steep discount on price tags need to be corrected. False price cuts will be banned from 2023, the Economy Ministry reports on Tuesday morning.
The starting price indicated must be the lowest price of the last 30 days before the announcement of the offer. This means that (web) shops cannot raise the price just before giving a discount.
“An attractive price reduction that actually turns out not to be misleading at all,” says Economic Affairs Minister Micky Adriaansens.
It still happens sometimes. Then, for example, a price ranges from 50 to 70 euros. And it is then sold with a 35 percent discount at 45.50 euros, shows the ACM regulator in an example. So here the discount was actually only 9 percent.
These practices mostly occur at times when stores really want to sell, like around the holidays or around Black Friday, according to an ACM spokesperson. Last year, the regulator found fake discounts at toy and electronics stores.
The new approach to false discounts follows an EU decision on price indications. However, the Netherlands has made an exception for products that have been on the market for less than 30 days and for products that have a limited shelf life, such as fish, meat, vegetables and fruit. Sellers can still show the applied prices immediately before the discount.
It will also remain possible for shops to refer to the first price in the event of several price reductions in three months. Suppose a shoe store charged 100 euros in October and 90 euros in November, then the starting price of 100 euros could still be shown in December as the starting price.
